Screencap from GMC's 'Never Say Never' contestEnlarge Photo
Football fans: GMC has your number. The roughest and ruggedest member of the General Motors family recently launched a new contest that will give 17 folks a trip to Super Bowl XLV and one lucky son-of-a-gun a brand new, 2011 Sierra Denali.
The premise of the "Never Say Never Moment of the Week" contest is pretty straightforward: on Monday nights, three potential "Moments of the Week" will be posted to www.NFL.com/gmc. Site visitors vote for the moment they liked most, then enter a drawing to win tickets to the Super Bowl. Voting begins 45 minutes after the close of Monday Night Football and runs until noon the following Friday. At that time, one entrant will be picked at random to receive Super Bowl tickets. The following Monday, the whole process begins again. And at the end of it all, one person will drive off in the grand prize: a 2011 GMC Sierra Denali.
This is a major campaign for GMC, and so far, it looks fantastic. GMC is the official vehicle of the NFL for a reason -- namely, NFL fans are a prime demographic for GMC vehicles. Building on that affinity with a huge, football-themed campaign makes solid advertising sense.
We also like how sprawling the campaign is. True, the centerpiece may be on NFL.com, but it's reiterated at www.GMC.com/nfl and on GMC's Facebook page -- each time, with a slightly different spin. Letting ESPN's popular SportsCenter in on the fun seems awfully smart, too.
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DETROIT – GMC today launched the “GMC Never Say Never Moment of the Week,” a partnership with the NFL and ESPN allows football fans to vote on the best moment or play of the week that represents determination and perseverance at www.nfl.com/gmc.
“GMC trucks and SUV’s are characterized by engineering excellence that results from a never say never attitude, the same type of excellence exemplified each week by NFL players,” said Craig Bierley, Director, Buick GMC Advertising and Sales Promotion. “We are proud that GMC is The Official Vehicle of the NFL and are looking forward to giving fans the chance to determine the best moment of the week that demonstrates professional grade willpower and strength.”
Each week fans will be able to vote on three “Never Say Never Moments,” and they can also enter for a chance to win a weekly prize of a trip for two to Super Bowl XLV in North Texas. At the end of the regular season, fans will then have a chance to determine the “GMC Never Say Never Moment of the Year,” from among the 17 weekly winners. In addition, one grand prize winner will receive the new 2011 GMC Sierra Denali.
After the Monday Night Football game, three moments will be shown on NFL Network’s “Total Access” and ESPN’s “SportsCenter.” Fans can then watch the three nominated “Never Say Never Moments of the Week” on the NFL Network’s “Around the League” that airs on Wednesday and Friday and on ESPN’s “SportsCenter” that airs on Tuesday.
Fan voting will begin 45 minutes after the end of the Monday Night Football game and will close at noon on Friday of that week. The winning moment will be announced on Friday during the NFL Network’s “Around the League” show.
Fans will also have the opportunity to see all the moments by visiting www.gmc.com/nfl and GMC’s Facebook Fan page. The www.gmc.com/nfl site will be hosted by the NFL Network’s Deion Sanders and ESPN’s Monday Night Football play-by-play announcer Mike Tirico.