CASE STUDY: WEBER SHANDWICK and GMnext

The Brief: The 2008 North American International Auto Show was the scene of some big announcements for General Motors, and Weber Shandwick invited top automotive bloggers to cover the event. Bloggers were given an all-access pass to the Detroit show and face time with GM brass. But how to spread the word with social media video, and drive awareness of the new site GMnext.com? coBRANDiT’s Role: We sent a two-man video crew to cover the event, attending blogger dinners, press events, the show floor, and interviewing GM managers and auto industry bloggers about their take on the state of the industry and show announcements. Within two days we released 14 detailed videos on various social media sites, and built a cross-platorm video widget to allow easy sharing and embedding on relevant blogs and social networks. These videos were viewed thousands of times and resulted in increased traffic to Gmnext.