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GM India embarks on new Internet marketing strategy

13-September-2006
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GM India embarks on new Internet marketing strategy

To cater to the growing community of netizens, General Motors has taken the lead in Internet marketing among automakers in India through the rollout of a click and play video ad and the launch of the SRV Chill Zone.

“The innovative use of the Internet is yet another example of how GM is reaching out to the people of India. It provides consumers a fun and entertaining means to get to know our products and our Chevrolet brand,” said Anisha Motwani, Director-Marketing, GM India.

Interactive online video is one of the fastest growing advertising sectors on the Internet. To address the countless number of potential car buyers, GM has become the first company in India to market its products through a click and play video ad. In conjunction with the recent introduction of the Chevrolet SRV, it is running a video ad on popular websites, including Moneycontrol.com and Mouthshut.com.

The video ad is a static image that can be launched by clicking a mouse on a play button. It operates like a traditional video with fast forward, pause and replay functions. As users can choose to activate it, the ad is non-intrusive. Besides providing an engaging introduction to the SRV, the video ad also enables Internet users to conveniently visit GM India’s website.

The SRV Chill Zone, which can be accessed by clicking on www.srvchillzone.com, is an interactive website. It includes a Track-o-Meter that includes songs, films and news about trendy bars and clubs, the Underground Zone, which has advice from the experts, and more. In addition, users can post comments about the SRV and other topics of interest on the interactive Honk Here blog. Since its inception, Srvchillzone.com has been pulling in a lot of traffic from net surfers. Apart from the interesting product-related entropies, the site also offers ‘chillzones’, as the name suggests.

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