The carmaker unveiled its massive, integrated marketing plans April 12, using a "Driving the Olympic spirit" theme for its Summer Games efforts.
GM spent $10 million to be the exclusive domestic car and truck sponsor, according to Advertising Age estimates. Plus, GM and every division but Saturn will be major advertisers during the NBC telecast in a $50 million buy.
"Our Olympic involvement reinforces our commitment to a fundamental brand-building strategy designed to connect with consumers for the long haul," said Philip Guarascio, VP-general manager-marketing and advertising for GM's North American Operations. "We are seeking opportunities to engage consumers on their terms--when they invite us."
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