GM capitalizes on rivals’ popularity at Super Bowl via keyword bids

Article by Christian Andrei, on February 18, 2011

General Motors Co.’s marketing chief Joel Ewanick said that Chrysler’s two-minute ad in Super Bowl Sunday that featured rapper Eminem and the tagline “Imported From Detroit,” was easily the most talked about auto commercial of the event.

However, Ewanick said that GM was able to counterattack. Immediately after watching the Chrysler commercial, which was seen during the third quarter of Sunday’s game, Ewanick sent an email to his marketing folks to make what’s termed as a “keyword bid” on Google.

GM paid Google to make sure that Chevrolet is the first paid search ad that turns up when someone types the phrase “Imported from Detroit” into the site.

Ewanick said that when he saw the Chrysler ad, he knew that something had to be done. Ewanick said GM received over 54 million page views after the Super Bowl, which had several spots from Chevrolet, including one that featured cast of the television show Glee.

He said that GM wanted to put the focus on its vehicles, which is why the carmaker is sticking to more low-key ads. And of course, GM wouldn’t be able to ignore the success of Volkswagen’s ad that featured a kid wearing a Darth Vader costume.

GM bought several other search phrases, including “Darth Vader,” to capitalize on its popularity. Ewanick said that it did the right thing in riding the wave. Ewanick summed it up by saying, GM “did better because of them.” [via LeftLaneNews]

Topics: gm, super bowl

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