GM Holden Ad Campaign Reaches Out to Facebook Friends

GM Holden lets its friends select the tagline for a new Thunder Ute TV commercial airing in Australia.

The General Motors subsidiary launched the ad after a Facebook campaign in which friends posted their own last line via a Facebook app. They also could select one of 12 prerecorded alternate endings.

The three favorite entries were selected by the GM Holden utility-vehicle marketing team and featured on the GM Holden Facebook page for a friends’ vote.

The winning line, “No Backseat Drivers,” is incorporated into the commercial now being aired.

GM Holden Marketing Director Simon Carr says the social-media ploy gave the auto maker’s 300,000 friends a unique opportunity to influence the auto maker’s future advertising activity.

“This is the second time on air for the Thunder Ute campaign, which was originally launched last year on TV only,” Carr says in a statement. “We had such a great response to the ad through our social channels that this time around we wanted to get our fans directly involved.

 “Asking them to have their say with such a fun, strong creative was a great way to generate conversation and spark interest on the page.”