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GM Breaks Into TV Show Biz - Inside the Vault

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author photo by Autotrader February 2011

General Motors is trying a new approach to reach men by teaming up with several media partners to develop a new television series that will also appear online.

The series, called “Inside the Vault,” makes its television debut on WNB American, February 4 along with 18 Tribune affiliate stations, highlighting an assortment of topics aimed at today’s contemporary male. The 30-minute show will cover themes in sports, fitness, gadgets, food and travel.

During the 10 episodes of the show, vehicles from GM’s Buick, Cadillac, Chevrolet and GMC will be integrated into the content when relevant to the theme. Syndicated television broadcasts will include commercials for the four brands and their vehicles.

Publishing giant Conde Nast will provide its experts for the program’s lifestyle segments. Automotive expertise in the show will come from Motor Trend magazine publisher, Source Interlink.

Warner Brothers’ Telepictures Productions is another partner in the project, being led by GM’s media agency of record, Starcom USA and content-creation agency LiquidThread.

The series debuts online first on February 3 at the new dedicated site www.insidethevault.tv.GM said content from the series will extend into Facebook, YouTube, Twitter, Vimeo and Get Glue.

“We want the audience to be able to watch ‘Inside the Vault’ anywhere and catch it at any time,” said Joel Ewanick, global chief marketing officer of GM. “New times call for new approaches.”

The hosts of the series are former NFL receiver Chris Collinsworth, Alonzo Bodden of NBC’s “Last Comic Standing” and Jill Wagner, a co-host of ABC’s “Wipeout” reality series. Ironically, Wagner had been dubbed “the Mercury Girl,” for her appearances over several years for Ford’s Mercury brand, which was eliminated at the end of 2010.

GM had drastically slashed ad spending leading up to and following its quick trip in bankruptcy court in 2009 and bowed out of high-profile programming like the Super Bowl. That’s changed over the past year. Since then, GM boosted its ad spending in the U.S. by 20.6% in the first nine months of 2010 vs. the comparable time in 2009, Kantar reported earlier this year with its most recent data. GM spent $1.48 billion during that period of 2010, making it the only automaker among the nation’s top ten advertisers, Kantar said.

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GM Breaks Into TV Show Biz - Inside the Vault - Autotrader