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International: GM asks consumers to make vehicle ads; turns creation of commercials into popular entertainment

16-March-2006
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International: GM asks consumers to make vehicle ads; turns creation of commercials into popular entertainment

General Motors Corp’s Chevrolet is following up its appearance on NBC’s ‘The Apprentice’ with a Web contest inviting consumers to create their own spots for Chevy Tahoe. Visitors to chevyapprentice.com can win trips and cash for creating the winning 30-second online spot for the Tahoe. Those participating can add their own copy and add it to a variety of video clips and sound tracks on the site through April 10.

GM’s best-selling brand

GM’s best-selling brand said that it would evaluate the submissions based on how well they communicated Tahoe’s brand promise of “more capable, more responsible and more refined.”

During the NBC programme, contestants had to create an entertaining, three-hour training event for 25 Chevrolet dealers for the 2007 Tahoe.

Sibling Pontiac also had a branded entertainment deal with ‘The Apprentice’ in 2005. Pontiac asked the show’s contestant teams to design a product brochure for its new Solstice roadster. Pontiac then advertised a limited pre-sale of the first 1,000 models at the end of the show and was pleased with the results.

Brisk sales

Chevrolet’s new Tahoe is selling briskly. GM said that it sold 6,391 of the 2007-model SUVs last month, double what it sold in January. The automaker, which is trying to return to profitability, said that combined 2006 and 2007 Tahoe sales in the first two months of 2006 jumped by 47 per cent to 28,524 units from the same period a year ago.

Chevrolet spent $13.8 million in measured media for the Tahoe in 2005, according to TNS Media Intelligence. But the advertiser is expected to increase Tahoe spending significantly this year for the new model. The SUV was launched with a glitzy on-site and TV effort on New Year’s Eve in Times Square. Interpublic Group of Cos’ Campbell-Ewald, Warren, Michigan, is the brand’s ad agency.

Source: AdAge.com

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