GM NOT advertising the C7 at next year's SuperBowl
05-18-2012, 09:31 PM
#1
Race Director
Thread Starter
GM NOT advertising the C7 at next year's SuperBowl
In yet another screw-up by GM marketing...
After looking stupid at last year's SuperBowl with MVP Eli Manning ignoring the gift of a new Corvette, GM doubles down, ignoring the SuperBowl right when the new C7 will be announced.
http://www.torquenews.com/1081/gm-sa...013-super-bowl
After looking stupid at last year's SuperBowl with MVP Eli Manning ignoring the gift of a new Corvette, GM doubles down, ignoring the SuperBowl right when the new C7 will be announced.
According to GM, it’s simply too costly. Thirty-second spots are already selling for $3.8 million, a figure that GM’s Chief Marketing Officer Joel Ewanick has deemed “too expensive.” Ewanick told the Wall Street Journal that GM is looking to revamp its global marketing operations and that the automaker is “not just going to do the same thing every year."
GM’s verdict raises numerous questions about the company’s advertising future. Not only will GM have zero presence during the most-watched television event of the year, but they also just cut major ad dollars from perhaps the most popular global website: Facebook. Ewanick maintains that “Facebook ads simply don’t work.” Ewanick’s disdain for the social media giant is no surprise coming from the man who called Twitter a “flash in the pan” and stated, “social media is a fad.” Although he may hate social media, Ewanick was quick to turn to his personal Twitter account last February in defense of GM’s Super Bowl ad, which portrayed Ford in an unflattering light to say the least.
GM’s verdict raises numerous questions about the company’s advertising future. Not only will GM have zero presence during the most-watched television event of the year, but they also just cut major ad dollars from perhaps the most popular global website: Facebook. Ewanick maintains that “Facebook ads simply don’t work.” Ewanick’s disdain for the social media giant is no surprise coming from the man who called Twitter a “flash in the pan” and stated, “social media is a fad.” Although he may hate social media, Ewanick was quick to turn to his personal Twitter account last February in defense of GM’s Super Bowl ad, which portrayed Ford in an unflattering light to say the least.
05-18-2012, 09:42 PM
#2
Race Director
Thread Starter
Can't say that I blame GM for being cost conscious! After last season's SB debacle with Eli, I imagine selling the idea of using next year's SB to GM's accountants was a tough sell. Maybe that is how they will sell the C7 for a lower cost...teeny-tiny marketing budget!
Kinda weird to think that they don't like social networking. Sure it is a fad, but it is a very popular fad NOW.
Kinda weird to think that they don't like social networking. Sure it is a fad, but it is a very popular fad NOW.
Last edited by BlueOx; 05-18-2012 at 09:45 PM.
05-18-2012, 10:15 PM
#4
Melting Slicks
Can't say that I blame GM for being cost conscious! After last season's SB debacle with Eli, I imagine selling the idea of using next year's SB to GM's accountants was a tough sell. Maybe that is how they will sell the C7 for a lower cost...teeny-tiny marketing budget!
Kinda weird to think that they don't like social networking. Sure it is a fad, but it is a very popular fad NOW.
Kinda weird to think that they don't like social networking. Sure it is a fad, but it is a very popular fad NOW.
Well, not really, but that was the sense of it.
05-18-2012, 10:16 PM
#5
Race Director
Thread Starter
Some of us were already commenting on that in this thread (starting at post# 116):
http://forums.corvetteforum.com/c7-g...pr-wars-6.html
http://forums.corvetteforum.com/c7-g...pr-wars-6.html
05-18-2012, 10:22 PM
#6
Race Director
Thread Starter
05-18-2012, 11:17 PM
#8
Le Mans Master
I wonder if GM is hoping that they'll get some company. The cost is breathtaking.
Of course, that buys more eyeballs, and probably more attentive eyeballs, than any other placement anywhere... and that's before figuring all the extra free online impressions if people think your commercial is cool.
Of course, if your commercial doesn't instantly resonate, you've just flushed $3.8M, plus whatever the ad cost to produce (because if it didn't grab during the one time people want to see commercials, running it more later is probably just going to remind them of your lameness).
I think America the nongearheaded needs an occasional dose of the Corvette dream. Is the Super Bowl the only way to deliver it?
What do you think? What else could they do that could produce the same kind of Corvette-Wow cultural impact?
GM: if you do a big splashy ad, please don't pick another ancient lo-fi pop song to score it. Especially not one that's already worn out as a reference.
.Jinx
Of course, that buys more eyeballs, and probably more attentive eyeballs, than any other placement anywhere... and that's before figuring all the extra free online impressions if people think your commercial is cool.
Of course, if your commercial doesn't instantly resonate, you've just flushed $3.8M, plus whatever the ad cost to produce (because if it didn't grab during the one time people want to see commercials, running it more later is probably just going to remind them of your lameness).
I think America the nongearheaded needs an occasional dose of the Corvette dream. Is the Super Bowl the only way to deliver it?
What do you think? What else could they do that could produce the same kind of Corvette-Wow cultural impact?
GM: if you do a big splashy ad, please don't pick another ancient lo-fi pop song to score it. Especially not one that's already worn out as a reference.
.Jinx
05-18-2012, 11:18 PM
#9
The Consigliere
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I've always like this blurb from wiki:
This game remains the most lopsided game in Super Bowl history to date. San Francisco's 55 points were the most ever scored by one team, and their 45-point margin of victory was the largest ever. The 49ers are also the only team in a Super Bowl to score eight touchdowns in a Super Bowl, and at least two touchdowns in each quarter (the only mistake was a missed extra point attempt).
05-18-2012, 11:40 PM
#11
The Consigliere
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I do think a Broncos/'Niners SB would be great.
05-18-2012, 11:48 PM
#13
Team Owner
05-18-2012, 11:51 PM
#14
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05-18-2012, 11:56 PM
#15
Le Mans Master
05-19-2012, 09:57 AM
#16
Race Director
Thread Starter
So the huge splash is gone but there are a LOT of other ways they can run a successful campaign. Corvette hasn't always had the huge splash kind of event anyway and they've been pretty successful.
They better be making a lot of good sized splashes early and often!
05-19-2012, 02:02 PM
#17
Le Mans Master
I agree about the Super Bowl's impact; see my earlier posts about it. And I agree that it's unique -- at least I can't think of anything or combination of things remotely close to the Super Bowl Commercial phenomenon.
Of course, the buzz and repeat views on YouTube are only for those commercials that click in a certain way. Maybe GM doesn't think it's a good fit for the practical moving-units message they think they need to focus on. I don't know. Maybe they're just worried about another round of Government Motors Spending Taxpayer Dollars On Super Bowl Ads. OMG maybe Obama asked them to make this announcement and they plan to reverse it after the election. --Sorry, I just hate that stuff.
But I'm pretty sure Corvette did get that big splash for both C5 and C6 introductions -- a new Corvette doesn't come along very often. C5 got this spot; C6 got "A Bay's Dream." I wasn't paying close attention to Super Bowl ads back in 83, so I don't know if the C4 "spaceman" spot ran then. I was much more impressed by the double gatefold they put into Sports Illustrated. I wish I still had it. Simpler times...
Please, GM, make some cool C7 commercial pr0n. Maybe quietly Tweet a link to a YouTube video the night before you pull the cover off in Detroit
but make it. It's how boys become Corvette-owning men.
.Jinx
Of course, the buzz and repeat views on YouTube are only for those commercials that click in a certain way. Maybe GM doesn't think it's a good fit for the practical moving-units message they think they need to focus on. I don't know. Maybe they're just worried about another round of Government Motors Spending Taxpayer Dollars On Super Bowl Ads. OMG maybe Obama asked them to make this announcement and they plan to reverse it after the election. --Sorry, I just hate that stuff.
But I'm pretty sure Corvette did get that big splash for both C5 and C6 introductions -- a new Corvette doesn't come along very often. C5 got this spot; C6 got "A Bay's Dream." I wasn't paying close attention to Super Bowl ads back in 83, so I don't know if the C4 "spaceman" spot ran then. I was much more impressed by the double gatefold they put into Sports Illustrated. I wish I still had it. Simpler times...
Please, GM, make some cool C7 commercial pr0n. Maybe quietly Tweet a link to a YouTube video the night before you pull the cover off in Detroit
but make it. It's how boys become Corvette-owning men..Jinx
Last edited by Jinx; 05-19-2012 at 02:05 PM.
05-19-2012, 02:36 PM
#18
Burning Brakes
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Thats a lotta money for one day worth of commercial. You could buy 6 months worth of advertising on ESPN, for that kind of dough.
05-19-2012, 04:03 PM
#19
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@ $50K a car GM has to sell 75 Corvettes to cover the cost of that one spot.
It's a great general awareness avenue but how many Americans aren't aware of the Corvette?
Spend the money targeting the right audience. Cross shopping Porsche guys, aspirational Acura and BMW drivers. For 3.6 million you can stage head to head driving events in the top 50 markets and get other brand drivers in the car and change some minds at the seat of the pants.
It's a great general awareness avenue but how many Americans aren't aware of the Corvette?
Spend the money targeting the right audience. Cross shopping Porsche guys, aspirational Acura and BMW drivers. For 3.6 million you can stage head to head driving events in the top 50 markets and get other brand drivers in the car and change some minds at the seat of the pants.
05-19-2012, 05:19 PM
#20
Burning Brakes
I'd be curious what there strategy is, just more ads in general? No social media or super bowl commercials...savin a lot of money, gotta think they'll use some of it somewhere to advertise the car
