All Cars, All the Time

GM, CBS and Comcast Team Up

GM has aligned with CBS and Comcast to offer digital cable subscribers in Philadelphia, Baltimore, Chicago and Detroit the ability to watch "Survivor Finale" and "Survivor Reunion" on demand starting May 15 and available until the end of August. The shows will appear only where CBS owns and operates TV stations, since affiliates probably would get their dander raised if CBS came in and crashed their market (only GM commercials will be featured). Recently GM gave away Buicks and GMC in CBS themed sweepstakes (Amazing Race and CSI:MAU).

I am assuming that with video on demand and digital cable, Comcast can generate all sorts of wondrous aggregate demographic and usage stats for GM. Does this type of marketing do a better job than dollars spent on GM’s Ride & Drive events or test drive vouchers? Maybe GM will offer folks the opportunity to get request more information and subsequently get test drive offers?

I usually watch any special automotive infomercials that have been downloaded to my DVR. I’ll almost always request more information as well. You never know what you might receive when you do that. I have received invitations to paid surveys and test drive vouches all for the simple clicking of a button. Of course, this type of marketing does work. I have purchased a car after being selected by one of these marketing programs. The temptation to buy is a danger that I have to manage every time I step foot into a dealership.