Latest Car News From DIGIADS

Latest Car News

New Car Review Areas

General Car Topics

GMC Announces Its Largest Advertising and Marketing Campaign Yet at NFL Kick-off 2006


September 2006
 Filed under: GENERAL MOTORS CORPORATE Car News | GENERAL MOTORS CORPORATE Headlines

Non-traditional marketing strategy designed to keep pace with shifts in consumer preferences includes heavy focus on new and emerging digital technologies and online media and promotions.

DETROIT (2006-09-05) – GMC announced today elements of its largest advertising and marketing campaign yet to launch its all-new 2007 Sierra pickup, leveraging a non-traditional marketing platform designed to reach today’s savvy consumer beyond the traditional thirty second television advertisement. The strategy runs throughout the fourth quarter and is designed to reach the millions of football fans who watch Monday Night Football, and tap into the passion NFL fans have for the game on a regular basis.
At the NFL Kick-Off celebration activities in Miami this week, GMC will announce details to its new Keys to Victory promotion, a national initiative with ESPN’s Monday Night Football. The multi-faceted online promotion gives consumers a chance to win the all-new 2007 Sierra truck, the official truck of the NFL, each week for 16 weeks.

The Keys to Victory promotion uses Oddcast Technology to regularly engage the passionate NFL fan at an entirely new level. Oddcast technology makes the website look like it is live, as if Joe is having a real-time interaction with the consumer.

"Keys to Victory, GMC’s largest promotion to date, is the pivotal promotional element of GMC's sports strategy to reach the millions of football fans who attend or watch games on television every week," said Steve Rosenblum, GMC marketing director. A promotion of this magnitude will not only harness the power we already have with football fans throughout the country, but will help take that excitement to the next level.

In celebration of ESPN’s Monday Night Football, we’ve collaborated with one of the NFL’s largest sponsors to create the biggest promotion of the year, said Fred Bucher, vice president TV online marketing, ESPN. GMC’s Keys to Victory will keep viewers tuning in to ESPN each week for their chance to win the official truck of the NFL.

The 16-week promotion begins at the NFL Kick-off Experience in Miami on Sept. 5, with an eye-catching parade of 32 vehicles wrapped in official NFL team colors and logos. Almost 30 football legends, including Keys to Victory host Joe Theismann, will caravan down Ocean Drive .

I’m excited to play host of ESPN’s Monday Night Football and GMC’s ‘Keys to Victory’, said NFL legend Joe Theismann. This innovative promotion not only allows me to interact with my fans and share insights on Monday Night Football match-ups, but also gives football fans everywhere a chance to win the greatest truck on the market.

16 Weeks. 16 Trucks. 16 Chances to Win.

Beginning Sept. 1, NFL fans will log on to keystovictory.com for three chances to win the all-new 2007 GMC Sierra. Viewers will have the opportunity to win by:

1. Voting online for who they think will win each week’s Monday Night Football match-up (fans can gain insight by viewing a video analysis by Theismann)
2. Interacting with Theismann by answering football trivia questions
3. Interacting with the all-new Sierra vehicle via virtual tour

In addition, The Keys to Victory on-air poll will feature ESPN analysts discussing the GMC Keys to Victory and directing viewers to the web site to vote on which key to victory will be the most dominant in the game. The voter’s poll will be revealed on Sports Center at the conclusion of the game.

Football-Themed Advertising

The promotion is a piece of GMC’s advertising campaign launching the all-new 2007 GMC Sierra. Keys to Victory will be supported through multiple media channels including:

* Football- themed TV promotional spots that focus on Keys to Victory and the all-new 2007 Sierra.
* USA Today ads – print ads will run on Friday and Monday each week to drive traffic to the Keys to Victory web site through the weekly match-up – consumers will be able to make their vote for the game winner for a chance to win a 2007 Sierra.
* ESPN magazine presence – contextual ads will run in the magazine every two weeks
* Online Advertising - Fantasy Football and ESPN promotional and football-themed executions.

In addition, GMC will have exposure in the following:

* Monday Night Football Opening on ESPN – GMC and the Sierra will be featured numerous times during Monday Night Football Opening kicking off each Monday night game.
* Co-Branded ESPN spot – GMC will be featured in a co-branded spot produced by ESPN to promote Monday Night Football.

GMC’s relationship with the NFL began in 2004 when it became the first advertiser to have specific products featured in the Monday Night Football opening. In 2005, GMC aired the first 90-second football-themed spot when it was named, the official vehicle of the NFL.

About GMC

GMC is a division of General Motors Corp. The division markets the Sierra, Yukon, Envoy, Canyon and Savana brands. GMC's lineup of Professional Grade trucks delivers outstanding capabilities that exceed customers' expectations with unique features and design elements. GMC sold more than 566,000 vehicles in 2005, and has set divisional sales records 11 times in the last 13 years. More information on GMC and its products can be found at www.gmc.com .


Source: GMC

Latest GENERAL MOTORS CORPORATE Headlines

Latest Car News

All images courtesy of and copyright their respective manufacturers, unless otherwise indicated. They may not be reproduced or retransmitted in any way without the express written permission of their respective owners. All trademarks are the property of their respective owners. Model news and specifications are presented as provided by manufacturer, and do not necessarily reflect the opinions of DIGIADS. No warranty is made by DIGIADS with respect to the accuracy or timeliness of the information contained herein.
Copyright © 2000-2025 DIGIADS Australia All Rights Reserved. Contact Us
Designated trademarks and brands are the property of their respective owners. Use of this Web site constitutes acceptance of the DIGIADS Privacy Policy and User Agreement. 		Loading...