GM Spreads OnStar Head Up Message Across Earned & Guaranteed Media

The first thing the football coach teaches us in driver’s education class is to keep our eyes on the road. OnStar’s Head Up Display makes it easier to follow this rule by projecting relevant information onto the car’s windshield just below the driver’s line of sight with the horizon.

Night vision, navigation and camera-based sensors transform the windshield into a transparent display that  illuminates the edge of driving lanes. The technologies improve both visibility and object detection, alerting drivers to dangers like roadside animals, children and motorcycles. This technology allows motorists to focus on the roadway instead of the instrument panel by projecting key information onto the windshield when needed.

General Motor’s communication goal was to drive consumer awareness of OnStar’s  Head Up Display.

Using a CODE strategy, GM was able to generate nearly 400 national and local television placements for the Head Up Display story equaling more than 10,000,000 total impressions as well as extensive coverage online and in social media.

Strategy

Employing a Create Once, Deploy Everywhere strategy GM connected with key audiences through a blend of earned, owned and guaranteed media.[/accordion]

Tactics

The car brand used Synaptic Digital’s Interactive News Release to distribute Bites and B-Roll, a long-form web video, and informative Narrative Marketing segments, along with media relations to introduce the new offering to journalists, influencers, and the public.

Results

Impressively the story received nearly 400 national and local television placements equaling more than 10,000,000 total impressions as well as extensive coverage online and in social media.