🟨 General Motors: Why not an EV
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General Motors and Netflix are pushing for the adoption of more electric vehicles to help the environment by cutting down on emissions.
In 2021, General Motors launched the "Everybody In" campaign to show they want to be a big part of the electric car future. They are asking everyone to get on board with the idea. And what better way than a partnership between GM and Netflix, using entertainment to shift minds and culture.
Through its shows, Netflix has repeatedly helped songs go to the top of the charts again or made games like chess popular. The two brands created the ‘EVs on Screen’ campaign to put more electric vehicles (EVs) on Netflix shows, (of course where it makes sense). This is not just a product placement; it's a partnership to boost how people switch to EVs.
The ‘EVs on Screen’ campaign featured a joint Super Bowl ad between GM and Netflix. It shows Will Ferrell cruising through different Netflix shows in a mix of General Motors electric vehicles. He drives a Cadillac Lyriq in Bridgerton, a Sierra EV in Army of the Dead, and a Chevy Silverado EV in Stranger Things, among other cross-promotions.
As a result of the partnership, Netflix is helping and teaching creators about how electric vehicles can complement and improve their stories.
Also, GM EVs will be seen in a number of Netflix shows and films, such as Love is Blind, Queer Eye and Unstable, which will feature the Chevrolet Bolt EUV, GMC HUMMER EV Pickup and Cadillac LYRIQ respectively.
GM's vehicles featured in popular Netflix shows could help connect with viewers and inform them about electric cars. Netflix plans to make its productions more eco-friendly by using energy more efficiently and reducing carbon emissions.
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EVs on Screen is an example of a Partnership Marketing Campaign. The partnership announcement led to a 6% rise in GM stock. After the Super Bowl game, the search for GM vehicles rose by 50%. Forbes named the campaign the most effective Super Bowl ad of 2023.
🍉 Action Points
Highlighting shared values - GM and Netflix emphasize their commitment to reducing emissions, a value that resonates with today's environmentally aware consumers. By aligning their efforts, they reinforce each other's messages about sustainability.
Effective use of product placement - The ‘EVs on Screen’ campaign isn’t just about placing cars in scenes; it’s about weaving them into the narrative where it makes sense. This approach boosts authenticity and ensures that the presence of EVs feels natural and integral to the story, rather than forced advertising. This kind of product placement can improve audience receptivity and interest.
Collaborating to influence culture - GM and Netflix are leveraging the power of entertainment to shift cultural perceptions about electric vehicles (EVs). By integrating EVs into popular series, they're subtly normalizing electric cars, making them a familiar and desirable part of everyday life.
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