GM Stages Viral Video Interviews to Draw Younger Demo
To build brand awareness among younger audiences, GM staged a series of viral video interviews and skits called Plug In at festival venues around the world. The short skits were conducted by Tenacious D star Kyle Gass.
GM created a branded microsite and employed Gass to populate it with backstage interviews at rock festivals including Rock on the Range in Ohio, Pinkpop in the Netherlands, Southside in Germany, Rothbury in Michigan and Lollapalooza in Illinois.
The team produced 12 videos per festival, with the first video released within 48 hours, and subsequent videos released at intervals over the next 10 days.
Overall, the crew taped nearly 60 video titles and they all were posted on the microsite, distributed to social media networks and posted on bands’ MySpace pages and websites. The vids generated more than 167,000 video views and 14 million visits to gmnext.com through a logo hotlink on festival websites.