GM's IGotShotgun Video Entertainment Site

GM’s IGotShotgun

Few audiences are harder to reach than members of the youth market who have grown increasingly skeptical of traditional media and who have come to rely on new media outlets for information gathering and sharing. Through IGotShotgun, GM and Weber Shandwick identified an opportunity to join the conversations these young people are having online in order to educate young consumers about GM; showcase GM design, styling, and performance innovations; dispel myths young people may have about GM’s products; and begin to move GM into the consideration set for a whole new generation.
To speak with these young consumers on their terms, in their language and through their preferred channels, GM and Weber Shandwick launched a video entertainment and social networking program known as IGotShotgun (IGS) in February 2007. The goal of IGotShotgun is to use engaging, compelling and original content to start a dialogue with members of the target demographic by speaking in their language and on their terms about GM’s relevance to sports, design, entertainment and music.
To meet this goal, we capture unique content by gaining exclusive access to popular events and posing interesting/provocative questions to attendees. We go backstage and into the green room to capture a behind-the-scenes perspective on popular events at which GM or its brands have a presence. We leverage social media channels to share our content and encourage comments, ratings and dialogue, andwe make it easy for users to share IGS content they like by making video embed code available, by integrating social media tools like Digg, Twitter, Delicious, RSS and more.