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Challenge:

•Increase relevance of US automaker losing market share and becoming increasingly disconnected to the youth market in 2008

•Carefully utilize historically non-brand appropriate talent to appeal to a younger, hipper demographic

•Attempt web video content marketing with no overt brand messaging aside from iconography and attitude, a first for General Motors

Action:

•Wrote, improvised and directed 55 behind-the-scenes comedy videos immediately uploaded to General Motors Plug-In microsite

•Directed celebrity talent including the Foo Fighters, Blues Traveller, Jason Mraz and Tenacious D

•Led cross-functional collaboration between internal, agency and contractor stakeholder teams

•Updated and cross-posted to twitter and blog to maximize exposure

•Maximized portion of 1.2 million dollar overall marketing budget

•Managed team of 10 at international music festivals in Germany, the Netherlands and across North America

•Independently researched online memes and successful viral concepts and integrated results into creative content development

Result:

•Achieved over 14,000,000 total impressions in the digital youth segment, ages 15 to 24

•Awarded a 2009 Ex Award for Best Event-Related Web Site from Event Marketer Magazine

General Motors Microsite screen grab