General Motors Drives Forward
General Motors (GM) has long led the brand integration space with a steady presence across the entertainment landscape. The venerable automaker’s 30+ year partnership with BEN has helped develop pre-eminence in the space among consumers and creators.
To that end, in 2017 BEN worked diligently with each major GM brand to deliver an extensive brand integration programme that secured prominent brand exposure through film, television, premium cable, streaming television and influencer social channels.
Targeting hero auto moments that align with each brand’s strategy, the wide-ranging programme displaced competitive brands through savvy, relevant and seamless integration.
Working deeply within the production community, BEN secured close to 500 integrations including: Transformers 5 (the entire GM vehicle line), HBO’s Big Little Lies (Buick Enclave), Netflix’s Queer Eye (GMC Sierra) and many others. In the digital space, BEN executed multiple influencer ‘road trips’ including a memorable Buick trip to Coachella.
Additionally, BEN executed custom research for specific integrations to measure and showcase the value, efficacy and ROI for GM campaigns.
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