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

Geoffrey Precourt

"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."

But Tihanyi, general director/marketing services, alliances and branded entertainment at General Motors Co., promised that the internal mindset at GM was changing "at a pretty rapid pace."

Tihanyi's lines of responsibility include on-going marketing alliances such as the National Football, Major League Baseball and the GM Test Track at Walt Disney World's EPCOT as well as the licensing, vehicle management, strategic development and tactical execution of "all GM branded-entertainment initiatives working with major studios, TV networks and producers."