THE CHALLENGE
As a respected and iconic American automaker, GMC was seeking opportunities to develop a co-marketing partnership with iconic, top-performing IP. The brand wanted to raise awareness of their Hummer EV offering, creating palpable impact on pop culture.
THE APPROACH
BENlabs utilized its data-driven content matching score, Content IQ, and its extensive relationships across television and film productions to identify the perfect fit for GMC’s iconic vehicle: Captain America. Marvel Studios’ latest iteration of the franchise offered an opportunity to align the innately American GMC with an iconic symbol of patriotism at a pivotal moment in history – the first Black Captain America. The two organizations partnered to create a truly unique and authentic co-marketing play, including in-film integration and social extensions.
With 6 integrations for GMC within the film and additional activations for the Hummer EV at the premiere, across social, and within co-marketed advertising, the entertainment partnership resulted in over 175 million impressions for the brand and heightened awareness of the vehicle.
The Results
Impressions Across Platforms and Integrations
Integrations Within the Film
