General Motors plans to feature on its website live, global TV coverage of the classic Le Mans 24 Hours road race in France, June 17 and 18.

GM, which will have two race entries of its own - a Chevrolet Corvette CR-5 and Cadillac LMP – plans to position cameras on both cars giving viewers a driver's view of the race. They will also get breaking race news, visit chat rooms, or shop for branded merchandise via links with GM’s own vehicle shopping site.

The auto giant believes the broadcast will build global equity for its Chevy and Cadillac brands, as well as demonstrate the technology available in its new models this fall. This includes vehicle internet access and NightVision, a facility offering better visibility in the dark.

Technical management of the webcast is entrusted to Quokka Sports of San Francisco, which also designed the Le Mans area on GM’s website.

News source: Advertising Age - Interactive Daily