Jumpstart Creative
On April 1, 2009 GM announced their Total Confidence Buyer Assurance plan and needed to leverage an unbiased 3rd party view to gain trust from the consumer while getting their plan in front of as many car shoppers as possible. GM turned to Jumpstart and in 24 hours we set up an interview between Car and Driver Editor-in-chief, Eddie Alterman, and Mark LaNeve, GM's vice president of sales, service, and marketing for North America. The result was forthright content with editorial integrity regarding the details of the Total Confidence plan, product strategy, and the future of GM brands. Next Jumpstart put this information in front of the consumer.
The video interview was edited and distributed across the Jumpstart publisher family in less than 24 hours. Car and Driver, Road & Track, Vehix, JD Power, Car Soup, Consumer Guides Autos, How Stuff Works, Hybrid Cars, US News Auto Rankings, and Comcast.net participated in hosting the video and provided premium homepage content sections. Some publishers gave ad inventory to promote the interview. The content was also syndicated out to news aggregators including google news and yahoo buzz, local news partners, and various video hosting sites. Jumpstart gave GM a voice that consumers respected because of a history of the utmost editorial integrity and unprecedented in-market reach.