Baidu Case Study: Shanghai General Motors at the Shanghai World Expo

World Expo Shanghai offered General Motors a branding opportunity in a family environment that would be patronised by tens of millions of consumers.

Baidu Case Study: Shanghai General Motors at the Shanghai World Expo

David Wolf

At World Expo Shanghai in 2010, marketers working for the companies that sponsored the national pavilions faced both a singular opportunity and a daunting challenge. For a company like Shanghai General Motors (Shanghai GM), GM's successful joint venture in China, the Expo offered a branding opportunity in a family environment that would be patronised by tens of millions of consumers.

But the restrictions placed on corporate partners by Expo management in the name of fairness to all sponsors limited the creativity and scope of activities GM...

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