If General Motors could draw 2 million visitors to its showrooms in the middle of the winter for a chance to win a car, how many consumers could it draw if it ran the campaign in the springtime, and added a cash-back incentive?
The automaker will soon find out. On Monday, GM is relaunching its popular “Hot Button” promotion to generate traffic in its showrooms and build awareness of its product line as well as its safety and security features.
Just like last year’s promotion, participants play by visiting a dealership and pressing a blue OnStar button in a designated vehicle. An OnStar operator will immediately tell entrants whether they have won one of 1,000 2006 vehicles, or the added incentive—a $1,000 cash bonus toward the purchase or lease of a new 2004 or 2005 GM car or truck.
“We heard from both consumers and dealers last year that it was an intriguing program, but one suggestion we heard often was that there should be additional incitements,” said GM spokesperson Deborah Silverman.
Of the approximate 2 million consumers who participated last year, about 350,000 came to the dealerships solely because of the promotion. Some 50% said it increased the likelihood of a GM purchase, and 56% indicated that it improved their perception of GM. Silverman said it was tough to gauge sales as a direct result of the promotion because automobiles are not considered a spontaneous buy.
The promotion, which ends May 31, is designed to showcase the range of GM cars, trucks and SUVs that offer GM Continuous Safety. Participants will be encouraged to visit OnlyGM.com to learn more about the safety and security features that include protection before, during and after a vehicle collision.
OnStar is GM’s factory-installed safety and security system, and its services include automatic notification of air bag deployment, stolen vehicle location assistance, emergency services, roadside assistance, remote door unlock and GM Goodwrench remote vehicle diagnostics. OnStar Personal Calling allows drivers to make and receive hands-free, voice-activated calls from their vehicle.
The 1,000 autos being given away—58 different models—represent every GM division, including Buick, Cadillac, Chevrolet, GMC, Hummer, Pontiac, Saab and Saturn.
TV, radio and print support.
The campaign is handled internally by GM and by its promotional AOR, Momentum North America, Troy, MI.
Network
