The GMC HUMMER EV is quite arguably the most exciting vehicle on the planet. But with limited supply, test drives were all but impossible. So what do you do?
Well, you simply offer test drives in a world where supply is unlimited. We took the HUMMER EV to Al Mazrah, the scene of Call of Duty: Modern Warfare 2. There, players could put the truck through its almost impossible to believe paces without expense or restriction.
The result: 20 million test drives and counting.
Even more valuable, however, were the countless pieces of user-generated content, often created and posted by players with millions of followers, featuring insane demos the legal department would never have approved and music tracks which would have cost GMC a fortune.
The most efficient idea I’ve ever been a part of. A total steal.
2022 Effie winner. The most watched reveal in the history of the automobile industry.
Matt MacDonell | Strategist | Storyteller 