GM Hopes Exposure in Transformers Movie Will Increase Sales
GM considers the hit movie “Transformers” a great chance to advertise their cars and therefore increase their sales. In the movie, four of GM’s vehicles are featured namely the Chevrolet Camaro, Pontiac Solstice, GMC TopKick and Hummer H2.
According to Dino Benacchi, GM’s associate director of branded entertainment, ‘”You’re going to see these cars as the heroes. You’re not going to see the other actors. These cars are the stars, literally, in the movie.”
GM, which long has sought to reach younger car buyers to so-so results, is hoping to draw the 18-to-34 set to its showrooms thanks to the company’s oversized presence in the film and in the accompanying toys and video games.
The Detroit auto giant is spending millions to promote and market its ”Transformers” tie-ins, but wouldn’t give a figure. With a shrinking U.S. automotive market and amid stiff competition from overseas rivals, GM is banking on the exposure translating into sales.
“This is hopefully a discovery point for maybe some of those who didn’t know the great design, the great-looking vehicles that we have out today,” Bernacchi said. ‘” find it really difficult to believe that a global blockbuster movie like this that has so many merchandising components to it that we’re not going to get incremental exposure.”
The word ”Camaro” is mentioned a handful of times by various characters, and close-ups of the Chevy, Pontiac, GMC and Hummer logos get ample screen time.
“Product placement has never been so blatant, and the potential for a global platform to build brand awareness could not have come at a better time for GM,” said David Koehler, a clinical marketing professor at the University of Illinois at Chicago. “The younger demographic most likely to flock to the theaters is exactly what GM needs,” he added.
