When GM’s market share in California dropped below 20% for the first time ever, management in the Western Region decided that investing another $30 million in traditional advertising wasn’t the best way to address GM’s “culture problem.”
Recognizing that Californians just don't see themselves in Buicks, Chevrolets, Pontiacs, our solution was to shine a giant Hollywood spotlight on the stars (and the GM vehicles) that had cultural cache. We created partnerships with Shaquille O’Neal, Adrian Brody, Mary J. Bilge, Snoop Dogg and then staged a series of events that let them showcase their custom GM rides. Those events generated huge PR opportunities, earned-media coverage, and built traffic at GM and local dealer websites that webcast the events live.
SHAQ’S “ALL-CAR SHOWDOWN”
Coinciding with the NBA All-Star break in LA, we created an annual event where NBA stars, movie stars, hip-hop artists and other California-based professional athletes displayed their vintage and customized GM vehicles on an over-sized red carpet.
With awards for best interior, best vintage vehicle, best customization, etc. the event became a popular Internet sensation for five years running, was covered by Entertainment Tonight, Perez Hilton, and was broadcast live on TMZ during its last two years.
PRE-OSCAR “10” EVENT:
On Oscar weekend in LA, we concepted and hosted an annual GM “stars and cars” fashion show, where Hollywood actors and musicians and their GM cars shared the runway. The show became an Oscar-week tradition, a must-be-seen event for celebrities, and an online hit on the websites we created to host the show and showcase the vehicles. CLIENT: GM AGENCY: McCann SF CCO's: Jeff Huggins, Kevin Moehlenkamp AD’s: Steve Couture, Michel Edens, Tim Stiers CW’s: Mark Krajan
