In an effort to expand brand awareness to a wider demographic, GM wanted to create a rich and customizable digital experience for their entry level sedan, the Chevy Cobalt.

Targeting young car enthusiasts and first-time car buyers, Chevy Cobalt Labs was designed to allow users to customize their Cobalt and allow it to be judged by the community of users as either “Tricked” or “Trash”.

For the adventurous, members of the community could put their pink-slips up for their virtual car in the a real-time race where the winner takes all.