GM Launches Reinvention Campaign
June 4, 2009 by Kori Ellis
Filed under Marketing
Now that they have filed for Chapter 11 bankruptcy, the rebuilding of General Motors’ image begins with their new Reinvention marketing campaign. The campaign includes a website — GMreinvention.com, which features GM vehicles, parts, warranties and service information along with news on the bankruptcy proceedings. On the website, there are links to the GM Twitter, Facebook and other social media accounts.
“We’ll break an ad campaign that is very transparent, that we’re not the first company to go through this. We’re going to reinvent ourselves,” said Mark LaNeve, vice president of GM sales, service and marketing said to Automotive News earlier this week. “We’ll be advertising that we’re open for business.”
Image: GMreinvention.com (screenshot)
Included in the campaign is a 60-second spot that was released on YouTube and Facebook shortly after they filed for bankruptcy protection on Monday morning. The ad buy also includes TV, radio, newspaper inserts and other elements.
You can check out the video of the GM Reinvention spot below. It puts the emphasis on “Leaner, greener, faster, smarter.” and narrowing down their company to brands that are more efficient and make sense.
What do you think of the GM Reinvention campaign? Leave your comments here and let us know.
People may not be happy that General Motors is using money for expensive advertisements and public relations plans to revamp their image amidst bankruptcy. Spoof videos of the re:invention commercial have already surfaced on YouTube.
It will be interesting to see social media’s role in GM’s re-branding and positioning in the automotive market. Since the re:invention clip was first released on YouTube and Facebook, I believe GM will use such tools to closely monitor conversations the public is having about their image, and adapt their strategies and tactics accordingly.