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

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

The 2018 model year could be an exciting year for fans and enthusiasts of the Chevrolet Corvette. This comes as the 2018 version of the Corvette is bound to feature...
by - January 19, 2017
As if seeing the future more than a decade from now, one of the top scientists in the world of robotics and automations is predicting that children born today won’t...
by - January 19, 2017
Ford has just recently unveiled the 2018 Ford Mustang, and as it turned out, the carmaker gave its beloved pony car a facelift. There have been mixed reactions about the...
by - January 19, 2017
The bidding war for one of the only 20 examples -- 21 actually, but the 00 version went to a museum -- of the classically beautiful Lamborghini Reventon built and...
by - January 18, 2017
Bentley once again confirmed its plans to push PHEV into their future lineups. As a matter of fact, the Bentayga SUV will be the first to have the plugin hybrid...
by - January 18, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries