1,000 2004 GM Vehicles to be Given Away in 56-Day Campaign
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DETROIT - General Motors introduced its Hot Button marketing program today, the latest in a line of ground-breaking marketing initiatives aimed at reaching consumers more effectively. Combining a breakthrough concept with tightly integrated marketing strategies, GM has created a first-of-a-kind program featuring the largest vehicle giveaway in history in a two-month period.
Beginning on Jan. 5, consumers will have an opportunity to win one of 54 different GM vehicles including HUMMER H2, Cadillac CTS, Pontiac GTO, Saturn VUE, Chevy SSR, Buick Rainier, Saab 9-3 and GMC Envoy. Consumers have a chance to win simply by visiting their local participating dealership and pushing the OnStar "Hot Button" in a specially designated vehicle. There is no test drive or sales pitch required. They will be told immediately if they are a winner. Details will be mailed home a few days later.
GM is giving away 1,000 2004 vehicles over the next 56 days with a total value of the prizes reaching approximately $25 million. To participate in the Hot Button program, a consumer must be 21 years old, have a valid driver's license, be a U.S. resident and visit a participating GM dealership.
"The Hot Button program proposition, ‘1000 vehicles, 1000 winners, 1 Hot Button,' offers consumers an unprecedented opportunity to experience what GM has to offer," said Steve Hill, director, GM Retail Planning & GM Brand. "GM is the only manufacturer that is able to give away this many different products. 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."
Boomer Esiason, former NFL star and CBS broadcaster, kicks off the program Jan. 4 on the Sunday CBS pre-game show for Wildcard Weekend, which includes an on-camera demonstration of the Hot-Button game. To demonstrate how the game is played, Esiason will claim a prize - a brand new 2004 Cadillac SRX to be donated to Cystic Fibrosis.
The Hot Button promotion, which covers the depth and breadth of GM's product portfolio, supplements other GM programs like "24-Hour Test Drive" and is designed to provide consumers with a chance to experience GM vehicles firsthand.
Hot Button is the latest in a line of leading-edge marketing programs GM has launched to more effectively reach consumers. GM announced its Keep America Rolling program in 2001, an interest-free automotive finance program designed to spur sales in the U.S. auto industry following the September 11 tragedy. It followed with Auto Show in Motion. These drive events are held in major markets across the U.S. where non-GM owners get the chance to test drive more than 150 GM and competitive makes. Most recently, GM implemented 24-Hour Test Drive, which gives consumers an opportunity to take a GM vehicle home and test drive it for a 24-hour period. Through programs like these, GM is reshaping its marketing efforts to underscore the quality, technological advantages and consumer appeal of GM vehicles.
The Hot Button program, designed 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 McCann Worldgroup companies, including McCann-Erickson, Momentum, MRM, Zentropy, Trans World and WeberShandwick, have worked in close partnership with GM on the program.
"GM charged us with designing an original program 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 Garry Neel, executive vice president, chief executive officer, McCann Detroit. "This campaign encourages consumers to experience what GM has to offer in an exciting, fun and unique way."
Hot Button can be played in English or Spanish. Official rules are available at www.gm.com/hotbutton.
The site provides consumers with program guidelines, eligible vehicles and a list of dealerships. The GM Hot Button program ends on Feb. 29.