Online Advertising Creativity: Search Marketing: SEM: SMG Search; General Motors, "May the Best Car Win"
General Motors, "May the Best Car Win"
SEARCH MARKETING: SEM
Changing customer perception through the "May The Best Car Win" campaign meant creating and sustaining buzz to deliver one billion impressions across paid search, video search, and content network channels, driving one million consumers to GM sites across the U.S. and Canada. The three-phase campaign drove 22,000 paid search clicks in four days, 12,000 content network clicks, and 29 million impressions. Targeting paid search ads to consumers reading articles about competitors worked to drive more than 168,000 visitors to GM sites through more than 900 million impressions across consumer news and automotive sites became a crucial strategy.