The company is promoting its new Sonic Sedan via the Scvngr promotion. Between Oct. 22 and Nov 20., 27 Chevy Sonic Adventure events will take place around the country.

“We’ve worked with Chevy a little bit in the past and the way that this came up was the fact that Chevy is launching a new vehicle called the Sonic,” said Michael Hagan, chief operating officer of Scvngr, Boston.

“The campaign is speaking to the Gen Y demographic – ones that traditionally don’t buy Chevys,” he said. “Chevy wanted to do something fun and social.”

The Chevrolet portfolio includes performance cars such as the Corvette and Camaro.

Scvngr is a free location-based game and gaming platform. People play Scvngr via iPhone and Android wherever they go to check-in, complete other challenges, earn points and unlock rewards, all with the ability to share their activity with their friends on Facebook and Twitter.

Mobile rewards
Each Chevy Sonic event will be hosted by local Chevy dealers, giving city residents the chance to trek around their city in teams of two and compete in challenges to earn points.

The team with the most points will win a new 2012 Chevy Sonic Sedan 2LT.

Additionally, consumers can share challenges with friends and family via social networks such as Facebook and Twitter.

“The campaign has been incredibly effective,” Mr. Hagan said. “It’s all about interacting with the brand and the Sonic vehicle in new ways.”

Mobile awareness
Event participants also have the chance to help a good cause and raise awareness for the American Cancer Society.

If a winning team is from a local college or university, Scvngr will donate $1,000 in the school’s name.

“Mobile is obviously here in a big way,” Mr. Hagan said. “Mobile will essentially become everything at some point.

“Most people who are a younger generation can’t go through life without their mobile phones,” he said.“Mobile is indispensible and will become even more so.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York