GM Bets Big on the Grammys

Automaker Uses Award Show to Push 'Gas-Free' Ambitions

By Published on .

The Grammy Awards, with its conservative tastes and dogged devotion to chart-toppers in a stumbling industry, are irrelevant you say? Tell that to GM, the "official vehicle" of the ceremony on Feb. 10.

According to MediaPost, the American car giant is pouring plenty of resources into co-branding itself with the coveted industry awards for the fourth year in a row.

The automaker is promoting its partnership in print, radio and TV ads during the show, with Mary J. Blige appearing to promote the Chevy Malibu and the company's "gas-free" ambitions. Before the event, Chevrolet will be rolling out its electric plug-in concept car, The Volt, which will grace the red carpet along with musicians like Dave Grohl and Alicia Keys.

But you may not get to see the fleet of GM cars behind the scenes.
Chevrolet will have 100 Tahoe Hybrids, FlexFuel E85 Tahoe and Suburban SUVs on hand to take talent to the awards telecast and related events. GM says it will be the first time a "fuel-friendly" fleet of vehicles this size has been part of a branded partnership for a major awards show.

Say what you will about the musical relevance of the show -- and we always will -- but the Grammys fetched 20 million viewers last year and have a history of goosing album sales. With the lack of scripted shows, the possibility of a Jackson appearance and the certainty of a Beyonce and Tina Turner duet, the Grammys should have a decent audience year.

[Via MediaPost]
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