Corp.’s GMC truck division kicks off what it calls its largest advertising and marketing campaign ever with the rollout of a new promotion to attract National Football League audiences to its all-important ’07 Sierra pickup.
The “Keys to Victory” campaign includes expanded Internet and broadcast features on ESPN’s “Monday Night Football,” in a concentrated effort to connect with football fans.
“In order to grab the consumer’s attention these days, you can’t just depend on the 30-second TV ad,” says a GMC spokeswoman, who declines to say how much GMC will invest in the campaign effort.
The promotion began Sept. 5 at the NFL Kick-Off Experience in Miami and will continue through the 16-week regular season, during which GMC will give away an ’07 Sierra each week.
Also, as part of the marketing blitz, NFL fans are able to log onto a Key Victory website to vote online for the team they think will win each week’s Monday Night Football match-up.
Additionally, NFL veteran Joe Theismann is hosting the on-air featured segments, which include a Sierra vehicle via virtual tours.
GMC first formalized ties with the NFL in 2004, when it became the first advertiser to have specific products featured in the Monday Night Football opening.
Sales of GMC’s redesigned Sierra and Chevrolet’s Silverado pickups, both based on the new GMT900 platform, are the most important element of GM’s turnaround plan, GM Chairman and CEO Rick Wagoner has said.
The trucks will appear in dealer showrooms in December.