Chevrolet Brazil Arrives on TikTok with a Musical Steering Wheel Beat from Carlinhos Brown

Who doesn't tap on the steering wheel when listening to their favorite songs while driving? This insight led to the launch action of Chevrolet's TikTok profile to the sound of Carlinhos Brown's beat. 

The action, created by Commonwealth/McCann – WMcCann's exclusive division for Chevrolet – and with Isobar's digital media strategy, Dentsu Company, aims to bring visibility to the automaker among the young audience, reinforcing the brand's presence in the social networks.

The launch of Chevrolet's TikTok gave Carlinhos Brown the unusual mission of creating a beat from a musical steering wheel of a brand vehicle with technology developed exclusively by BizSys, with coordination, technical project, and scope of WMcCann's technology area.

"The territory of music and technology is part of Chevrolet and we combined both to debut on this social network that is a sensation in Brazil", highlights Hermann Mahnke, marketing executive director of GM South America.

The steering wheel used by Brown in the action was adapted from an electronic drum, that is, each part of the steering wheel rim is filled with a sensor responsible for a part of the percussion instrument. By tapping your fingers on the steering wheel, you can hear different percussion sounds played through the car speaker. 

And it won't just be Carlinhos Brown who will make music during Chevrolet's TikTok launch action.  The brand's followers will also be invited to participate in #BatuqueChallenge to create songs on steering wheels or even imitate the beat created by the singer.

In addition to the singer, nine creators from the TikTok G3A influencers agency – Thalita Meneghim, Giulia Be, Supla, Paloma Souza, Pkllipe, Bia Napolitano, Rodrigo Rossi and Fael Gomes – will be in charge of Chevrolet's profile for six days, shaking up the challenge and making #BatuqueChallenge a new social networking craze. Instagram Reels will also stage this challenge, giving even more amplification and engagement to the launch action with exclusive content.