GMC, Yahoo Collaborate on Web Video Series
GMC is partnering with Yahoo on an original video series, “Answers on the Street,” to tout its Sierra SUV model.
The one-year deal grew out of GMC’s desire to test the alternative media waters for new approaches to reaching consumers, and Yahoo’s existing Answers.yahoo.com site provided the peg. The idea of taking some of the more interesting, or quirky questions posed on site, and turning them into video segments integrating the Sierra in each two-to-three-minute segment fit GMC’s objectives.
“We liked Answers because it fit with professional grade positioning for the Sierra,” said Mary Kubitskey, GMC advertising manager.
Traditional advertising simply isn’t making as much of an impact over the past few years as it once did for GMC, she said.
GMC worked with Yahoo to suggest scenarios that could include the Sierra in larger or smaller cameo roles for the series, for a segment about tailgate parties or landscaping, for example, to demonstrate the vehicles’ features. In another segment, a big screen TV is loaded into the vehicle’s bed. Brand and model awareness—not sales generation—was the prime objective.
GMC figures it’s reaching a core demographic that’s 25- to-54 years old, although it anticipates reaching 18-24-year-olds with the “Answers” video segments. The segments also carry GMC’s logo at the top of each segment.
As GMC was seeking a unique tactical device, Yahoo was looking for ways to expand its vibrant “Answers” site, which claims more than 90 million users.
“It’s unusual in its novel approach, but it’s indicative of the way things are going,” said Lon Bollenbacher, automotive senior category director for Yahoo. “We want to work with advertisers to create these integrated opportunities.”
The one-year deal is a great opportunity to work in a new way with an advertiser, and give that advertiser entrée to a social site in a safe way, Bollenbacher said.
In another offbeat automotive sponsorship deal, Yahoo is producing mini-concerts of up-and-coming groups as Nissan Live Sets, satisfying Nissan’s desire to tap into the pop music scene.
For its part, GMC is also collaborating with AOL as sole sponsor of a “Trade Secrets” section, providing advice on home repair, cooking and entertaining in AOL Living.
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