GMC Kicks Off 2007 NFL Activities
GMC’s Defensive Player of the Week makes its debut
DETROIT - GMC announced today elements of its 2007 NFL advertising and marketing campaign that runs the duration of the season. The GMC campaign will highlight their NFL and ESPN partnerships as well as their Professional Grade line up of vehicles; specifically the all new Acadia, Sierra Denali and Yukon Denali.
Monday Night Football is the cornerstone for GMC’s multi-faceted campaign. Spanning the entire NFL season, it is designed to reach millions of football fans by tapping into the passion people have for the game. Efforts include broadcast and print creative that features NFL talent and game footage, weekly interactive digital promotion that include ESPN’s Kenny Mayne, Tony Kornheiser and Michael Wilbon, advertising featuring past NFL moments, Sierra Denali and Yukon Denali integration into ESPN’s Monday Night Football opener, a co-branded ESPN Monday Night Football tune-in spot and weekly segments on ESPN radio.
GMC’s Defensive Player of the Week, developed in partnership with the NFL is one of the key components of this interactive promotion and will be prominently featured on NFL.com and NFL Network. Five players will be nominated by the NFL and fans will vote weekly for who they think should be GMC’s Defensive Player of the Week, culminating in Player of the Year recognition.
“We are excited to build on the already strong NFL partnership this year,” explains Steve Rosenblum, GMC Marketing Director. “Our sports strategy to reach the millions of casual and rabid footballs fans has strengthened with the support of our partnerships with the NFL and ESPN. We look forward to engaging all fans throughout the season, not only through GMC advertising, but through the many opportunities afforded us by the NFL and ESPN.”
Advertising running throughout the NFL season will showcase the GMC Sierra on the gridiron, performing as one’s favorite football player would during the highly anticipated season. Different scenarios are depicted throughout the spot which resolves on the line, “The Official Truck of the NFL”.
The interactive promotion entitled “Pro Grade Challenge” features customized commentary from ESPN’s Kenny Mayne and highly anticipated weekly debates on each Monday Night Football game by “Pardon The Interruption” hosts Tony Kornheiser and Mike Wilbon. By voting for “who wants it more”, fans will have a chance to win the Grand Prize -three GMC Pro Grade vehicles. Other prizes include weekly trips for two to Superbowl XLII and $50 NLFshop.com gift cards.
“ESPN is thrilled to have GMC as a large part of our Monday Night Football presence,” says Fred Bucher, Vice President, Marketing Solutions, ESPN. “We are also pleased to continue the tradition of ESPN talent being integrated into their cutting edge website that is sure to keep every football fan energized during this the entire NFL season.”
In addition, this year GMC truck buyers have the option to outfit their vehicles with the favorite NFL team package. Select GMC dealers are offering consumers the option with each purchase special NFL team decals and accessories to help showcase their favorite NFL team.
GMC’s relationship with the NFL began in 2004 when it became the first advertiser to have specific products featured in the Monday Night Football opening. GMC aired the first 90-second football-themed spot in 2005, when it was named “the official vehicle of the NFL.” The following year marked the introduction of a weekly promotion spanning the entire regular season with huge prizes at stake - the largest promotion in GMC and NFL history.
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