THE CHALLENGE
General Motors (GM) sought to maintain cultural relevancy, build positive consumer sentiment around its vehicles, and increase brand awareness for priority models. To solidify its position as an industry leader and ensure its vehicles were embedded into the fabric of pop culture, GM needed a strategic approach to entertainment marketing that would seamlessly integrate its brands into premium content. By aligning with high-profile film and television productions, GM aimed to increase consumer engagement, drive purchase consideration, and maintain a dominant share of voice in the automotive industry.
THE APPROACH
Leveraging deep relationships across the industry, BENlabs secured premium product placements in top-performing films and television shows, ensuring GM vehicles became integral to storytelling moments. From blockbuster films like Barbie and Red One to critically acclaimed television hits such as Succession and The Morning Show, BENlabs strategically positioned GM within content that resonated with diverse audiences. These integrations not only provided high-impact exposure but also drove measurable shifts in consumer sentiment and purchase consideration.
In addition to securing these strategic integrations, BENlabs amplified GM’s presence through co-marketing partnerships and targeted social extensions, maximizing visibility and reinforcing the brand’s cultural impact. BENlabs has helped GM harness the power of entertainment for over 40 years, shaping brand perception and engaging consumers. In 2024 alone, BENlabs integrated GM in over 240 placements, accumulating more than 80 minutes of screen time globally and generating nearly $50 million in media value.
The Results
Impressions
Minutes of Screen Time
Integrations
Media Value
