General Motors: Using Transformers and Glee sponsorships to drive long-term engagement

Report from the 2011 IEG Sponsorship Conference - focusing on two initiatives from General Motors for its Chevrolet brand.

General Motors: Using Transformers and Glee sponsorships to drive long-term engagement

Geoffrey Precourt Warc

"If you create something, you have to deal with its impact. And that could be good or it could be bad. Culturally, you have to have an appetite to deal with that. In the entertainment space we're on the verge of getting into some things that, 10 years ago, we never would have dreamed of."

The speaker was Steve Tihanyi at the 2011 IEG "Return on Investment" Sponsorship Conference, who went on to explain "I work in a relatively conservative company in terms of mindset."...

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