General Motors launches a new ad flash next week for the global debut of its all-electric GMC Hummer to reach 80% of US adults.
The vehicle will be unveiled Tuesday during the World Series “The Voice” and on a flurry of social media and streaming platforms
The estimated viewership – roughly 255 million people based on U.S. census data – would be more than two Super Bowl broadcasts, according to Nielsen.
“That’s the expectation as the campaign progresses,” Phil Brook, vice president of GMC marketing, told CNBC. “It’s really designed to make a really big noise in the market and really herald the arrival of the Hummer EV.” The company did not reveal how much it spent on the advertising campaign.
Such a boost in advertising speaks to the importance of the upcoming Hummer for GM. It is expected to be the first vehicle to feature the automaker’s next-generation electric vehicle platform and batteries under a $ 20 billion plan Switch to electric and autonomous vehicles by 2025.
A shell of the new GMC Hummer EV pickup comes from a teaser video of the vehicle with NBA star LeBron James.
“This is not just about selling cars and taking reservations today, it’s about building something really big for the future,” said Brook. “GM and GMC are very serious about EV.”
Sales of the Hummer pickup are expected to begin shortly after production begins at a Detroit facility next fall. GM is taking reservations and $ 100 refundable deposits for the vehicle starting Tuesday evening. An SUV version of the Hummer is expected sometime after it’s picked up.
GM declined to reveal how much it is spending on the launch campaign for the Hummer SUT (Sport Utility Truck).
Last year’s World Series generated $ 302 million in television advertising across seven games. According to analysts at iSpot.tv, a 30-second spot costs between $ 275,000 and $ 400,000, depending on time, placement, and other factors. The Voice premiere last September cost about $ 190,000 per 30-second commercial.
GM began running Hummer SUT ads online with teaser videos and photos on Friday. The crowd is expected to peak during the unveiling of the vehicle at 8 p.m. Tuesday as GM prepares to run an ad flash over streaming platforms like Hulu and Hulu Amazon Twitch, major social media platforms, and World Series primetime television shows on FOX and “The Voice” on NBC, followed by other MLB and NFL games later that week.
Online debuts include a 6 minute video as well as shorter clips. Social media influencers will also share clips and discuss the vehicle. The first TV spots will be 2 minutes and 15 seconds long and include a full commercial break. NBA star LeBron James, a brand Ambassador for the new lobsteris expected to be featured in some videos.
Dave Morgan, founder and CEO of Simulmedia, said such a wide-ranging campaign was not uncommon, but the length of the first TV commercial was remarkable.
“This is unusual and will certainly be very effective,” said the longtime manager of the media industry. He said 15- and 30-second ads are typical, while 60-second spots are already pretty notable.
GM expects more than 1 billion “impressions”, also known as views and engagements, for the Hummer from the campaign, which will last for about a week after the vehicle debuts.
The Hummer SUT will be the newest vehicle to be unveiled digitally after the Coronavirus pandemic delayed personal events earlier this year. It was supposed to be revealed in May. GM’s luxury brand Cadillac also unveiled a new EV called the Lyriq practically in August.
Ford engine also digitally unveiled its highly anticipated Bronco SUV in partnership with Disney in July. The vehicle debuted in the broadcast, cable, digital and streaming properties of the media empire.
The Hummer SUT is not only the first fully electric vehicle from GMC, but also the first Reintroduction of the nameplate to a new generation of buyers. It is the first time GM has used Hummer since the well-known gas-guzzling vehicles were discontinued in 2010.
The Hummer EV pickup will offer 1,000 horsepower; 0 to 60 mph acceleration of three seconds; and 11,500 pound feet of GM torque. The company calls it “the world’s first super truck”.
GM announced that it would revive the Hummer during a Super Bowl ad In February James was there, who won the NBA title with the Los Angeles Lakers on Sunday.
– CNBCs Megan Graham contributed to this report.