GMC Granite to be marketed via viral, social-network marketing

January 18, 2010June 7, 2011 Omar Rana Advertising, Compact Cars, Concepts, GMC Granite, GMC Granite Concept

There is no doubt that Internet marketing is slowly overtaking TV marketing. GMC says that it could drop TV commercials altogether to sell a new crossover based on the GMC Granite Concept, if produced. GMC said that it is looking to viral marketing to help spread the word via e-mail, social networking and other resources to generate buzz about its product.

If GMC produces the Granite, its new target audience will be people 35 years old or younger. That means no TV commercial or no use of GMC’s well-regarded tag line “Professional Grade,” says Steve Rosenblum, Buick-GMC’s director of advertising and promotions.

Rosenblum’s marketing team has produced a brochure with bar-code-type designs called quick response codes that smartphones can read. Phones can scan the code and point consumers to Web pages that give details on the Granite. Rosenblum says that GMC will be pursuing smartphone marketing since studies show that two-thirds of cell phone sales will be made to the 40 and younger crowd.

2010 Detroit: GMC Granite Concept: