Most auto manufacturers want to get the bugs out of their cars, but GM is looking to put one Bugs in.
In the second such deal to be announced this year, General Motors and Warner Bros. unveiled a four-year, $200 million-plus marketing alliance that will give the Detroit car company first-look rights to a bevy of film, TV, music, consumer products, and Web properties. Universal and Dodge struck a similar deal in January (March promo).
The alliance will let GM develop “a long-term planning horizon that integrates the full complement of Warner Bros. assets and brands across General Motors to create a richer engagement with our target customers,” vp-advertising and corporate marketing Phil Guarascio said in a statement.
The pact sets into motion 15 multi-million dollar promotional partnerships. The first of these is the Chevy Venture Warner Bros. edition, a new version of GM’s minivan boasting a Warner Bros.-logoed entertainment system with monitors, video cassette players, and tri-mode audio capabilities. The special-edition van is targeted to moms.
Special-edition buyers get a three-year membership in an exclusive VentureTainment program that will offer free Warner Bros. videos and CDs, retail discounts, theme park specials, sneak previews of films, and other rewards.
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