Coolhunting app for the iPad, featuring the 2011 Cadillac CTS CoupeEnlarge Photo
2011 Cadillac CTS CoupeEnlarge Photo
GM previewed the production CTS Coupe in its viability presentation back in FebruaryEnlarge Photo
Some people think of Cadillac as a brand for grandparents -- or perhaps moms and dads who don't care about leaving an inheritance. But Cadillac and its upcoming 2011 CTS Coupe are aiming for a much younger set: users of the Cool Hunting app for the new Apple iPad.
As its name implies, Cool Hunting is a popular website devoted to the latest developments in design, technology, fashion, and pop culture. It's also a prestige site for businesses: a mention on Cool Hunting provides exposure to young, hip urbanites, most of whom have money to blow on Cool Hunting's list of wares.
Not surprisingly, Cool Hunting is launching an app for the Apple iPad this Saturday, April 3 -- and we say "not surprisingly" because first-generation iPad buyers are exactly the sort of product-loving early adopters that Cool Hunting counts as its primary audience. Upon its release, one of app's featured items will be the 2011 Cadillac CTS Coupe. In fact, for the first twelve weeks of the its release, the app will feature content on the CTS Coupe that's unavailable anywhere else.
Of course, Cool Hunting didn't just pick the CTS Coupe out of a bag. Cadillac is paying good money for this prime digital real estate in the hopes of raising awareness and interest among younger buyers. To quote Don Butler, Cadillac's vice president of marketing, "CTS Coupe is designed to capture the imagination of a new generation of luxury and sports car buyers.... We’re pleased that the car inspires this type of innovative content, reaching leading edge consumers."
This is an interesting move for Cadillac -- one that's in keeping with the gradual adoption of social media advertising across General Motors' family of brands. You might recall that Chevrolet tested out a number of social media apps during the recent South By Southwest festival, and there's been talk of ditching TV ads altogether in marketing GMC's youth-oriented vehicles. The Cadillac/Cool Hunting alliance is another intriguing development in GM's social media story, and one that's slightly unexpected for a brand as conservative as Cadillac. Maybe Ed Whitacre is the company's savior after all.
Cadillac's partnership with Cool Hunting isn't likely to work the same sort of magic on the CTS Coupe as Ford's "Fiesta Movement" campaign worked on the 2011 Ford Fiesta. Then again, it doesn't need to: the Fiesta is an inexpensive ride geared toward 20somethings, while the CTS Coupe is pitched to a slightly older, 30something/40something audience with more money to burn. If this works out for Cadillac, we fully expect to see an alliance with hipster-friendly Chatroulette in the very near future.
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March 30, 2010
NEW YORK – Today, Cadillac and Cool Hunting announced the launch of Cool Hunting’s application for the upcoming Apple iPad. The application features exclusive content designed for the iPad inspired by the all-new 2011 Cadillac CTS Coupe.
Available starting April 3 in Apple’s App Store, the free Cool Hunting iPad app features content optimized for the device, sponsored by Cadillac. For the next twelve weeks the app will also include exclusive Cool Hunting coverage inspired by the CTS Coupe’s dramatic design and performance, as well as unique content on Cadillac’s new luxury sports car.