General Motors is to give away 1,000 vehicles in a 56-day US-market advertising campaign.
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The so-called Hot Button marketing programme is claimed to be the first of its kind and to feature the largest vehicle giveaway in a two-month period in US motor industry history.
From Monday January 5, most US residents have a chance to win one of 54 different GM vehicles, including the Hummer H2, Cadillac CTS, Pontiac GTO, Saturn VUE, Chevy SSR, Buick Rainier, Saab 9-3 and GMC Envoy by visiting a participating dealership and pushing the OnStar ‘Hot Button’ in a specially designated vehicle. Test driving or enduring a sales pitch is not required, winners will be advised immediately and the contest can be entered using either the English or Spanish languages.
GM estimates the total prize value at approximately $US25 million but is limiting entry in the contest to people aged at least 21 who hold valid driver’s licences, are US residents and visit participating dealers.
“Given that the chances of winning are about one in 5,500, which is a lot better than many lottery odds of about one in 14 million, we know this promotion will have a great deal of consumer appeal,” said GM retail planning director Steve Hill.
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By GlobalDataThe Hot Button programme, developed by the McCann Worldgroup, is a fully integrated marketing effort supported by an extensive communications plan including television, print, internet, direct mail advertising and public relations. Six group companies, including McCann-Erickson, Momentum, MRM, Zentropy, Trans World and WeberShandwick, have worked with GM on the programme.
“GM charged us with designing an original programme that would connect with consumers and in turn allow them to experience the broad array of GM products including OnStar safety and security services,” said McCann Detroit chief executive officer Garry Neel.
