Campaign to convey precision of brand’s interiors, exteriors
DETROIT – If a picture is worth a thousand words, GMC hopes consumers will have a lot to say about #GMCprecision, a new Instagram campaign that uses dramatic panoramic photography to illustrate the attention to detail in its vehicles.
The month-long campaign launched May 22, with GMC among the first automotive brands to create “PanoGrams” via the Instagram Carousel format that debuted earlier this year. It allows consumers to swipe through a series of photos in a single ad, similar to the way a traditional magazine publishes a multi-page spread of a single image. GMC created “PanoGrams” which showcase a series of photos within the carousel that stitch into one panoramic image. These PanoGrams will then link consumers to GMC.com for additional information.
Instagram/Facebook’s Creative Shop team worked closely with GMC to identify, select and photograph the #GMCprecision venues. They include a wind farm – viewed from a GMC Sierra Denali pickup and made to look infinite because of how the photographer captured the towering turbines against clouds and filtered sunlight – and a meticulously designed private residence in southern California. The GMC Yukon Denali and Terrain Denali are featured in the architecture treatment.
“We chose Instagram because of its successful track record of creating communities of discerning photography enthusiasts who can rally around a brand,” said Duncan Aldred, U.S. vice president, GMC. “Highlighting the precision of our vehicles within the context of beautiful photography helps us connect with consumers who embrace precision in all aspects of their lives.”
GMC will integrate its PanoGrams and companion content into the brand’s other digital media channels, such as Facebook.
“GMC’s PanoGrams are an incredibly creative and beautiful use of Instagram’s Carousel format,” said Michelle Morris, group director, Auto, Facebook & Instagram. “Instagram is all about capturing striking moments, and combining the interiors of their new Sierra with breathtaking exteriors is an excellent way to call attention to GMC's great vehicles.”
The #GMCprecision social play is part of GMC’s larger, multimedia “Precision” campaign that launched with television ads in March. It runs throughout the year and features the entire GMC lineup. Partly on the strength of the campaign, through May 31, GMC sales are up 15 percent year over year as more customers shift to trucks, crossovers and SUVs.
GMC has manufactured trucks since 1902, with innovation and engineering excellence built into all GMC vehicles. The brand is evolving to offer more fuel-efficient trucks and crossovers, including the Terrain small SUV and Acadia crossover. GMC’s highest-volume vehicle, the Sierra pickup, is the most powerful light-duty pickup on the market, and the first full-size pickup to receive the highest-possible five-star Overall Vehicle Score for safety since the National Highway Traffic Safety Administration changed its New Car Assessment Program for the 2011 model year. Details on all GMC models are available at http://www.gmc.com/, on Twitter at @thisisgmc or at http://www.facebook.com/gmc.