- Todd Wasserman, Brandweek

Chevrolet is attempting to maximize its sponsorship of the South by Southwest conference later this month by announcing the integration of three social media technologies.

Chevy has partnered with Gowalla, a location-based social networking service, to allow attendees at the show check in and let friends and followers know where they are at any given moment.

The auto brand is also rolling out Camaro, Volt and Cruze models with QR codes. Attendees who use their camera phones to photograph the codes will be taken to a dedicated microsite addressing key vehicle features.

Chevy will try augmented reality in the form of iReveal, an app offering three-dimensional models of various Chevy vehicles.

In a statement, Christopher Barger, director of global communications and technology for GM, said the use of the applications would go well beyond the show. The QR codes, for instance, could be used to download the price and options for a vehicle on a dealer lot. AR could be used to preview different colors of the Camaro.

"We are just scratching the surface of what's possible with mobile technologies and social media applications," Barger said.