1,000 2004 GM Vehicles to be Given Away in 56-Day Campaign
DETROIT, Jan. 4 /PRNewswire/ -- 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 http://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.
About General Motors
General Motors Corp. (NYSE: GM), the world's largest vehicle manufacturer,
employs 340,000 people globally in its core automotive business and
subsidiaries. Founded in 1908, GM has been the global automotive sales leader
since 1931. GM today has manufacturing operations in 32 countries and its
vehicles are sold in more than 190 countries. In 2002, GM sold more than 8.6
million cars and trucks, nearly 15 percent of the global vehicle market. GM's
global headquarters is at the GM Renaissance Center in Detroit. More
information on GM and its products can be found on the company's consumer web
site at http://www.gm.com .
About OnStar
OnStar, a wholly-owned subsidiary of General Motors, the nation's leading
provider of in-vehicle safety, security and information services, uses Global
Positioning System (GPS) satellite network and embedded wireless technology to
connect driver and vehicle to a 24-hour call center. OnStar services include
automatic notification of air bag deployment, stolen vehicle assistance,
emergency services, roadside assistance with location, remote door unlock, GM
Goodwrench remote vehicle diagnostics, route support, OnStar online concierge
and convenience services. OnStar Personal Calling allows drivers to make and
receive hands-free, voice-activated phone calls through a nationwide cellular
network and access location-based traffic and weather reports, as well as
sports scores, stock quotes and news. OnStar is available on more than 50 GM
vehicles. Additional information is available on the Web at http://www.onstar.com .
SOURCE General Motors Corporation
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Related links:
http://www.gm.com/hotbutton
http://www.onstar.com http://media.gm.com
http://www.gm.com
CONTACT:
Deborah Silverman of General Motors, Sales &
Marketing Communications, Office: +1-313-667-3714, Cell:
+1-313-319-2654, E-mail: deborah.silverman@gm.com ; or Chris
Perry of Weber Shandwick, Office: +1-313-667-4588, Cell:
+1-248-910-5524, E-mail: christopher.perry@gm.com , for General
Motors
NOTE TO EDITORS: For additional media information, visit
http://media.gm.com .
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