General Motors teamed up with AOL to produce a live advertisement that highlights OnStar’s new in-car 4G LTE service. First shown on AOL ON, AOL’s online video network, on July 31 at 4 PM EST, the Wall Street Journal reports that the 30-minute long live ad unveiled the contents within large boxes the two companies placed in San Francisco, Boston, and Ann Arbor, Mich.
After inviting consumers to guess what was in each mystery box, it was eventually revealed that the boxes each contained a 4G LTE-enabled GM car. Choosing to present the ad live was an innovative move that was done “to build a story on advanced technology in a really credible way,” OnStar’s global marketing manager, Rich Martinek, told the WSJ. He added that “when you do communications it’s not just about the product and message, it’s the way you execute it. The way we’re doing it [should] be unexpected.”
The ad campaign, which will continue to be shown online, also allowed AOL to once again work on a live advertisement. As the WSJ notes, “[l]ast summer, AOL tested a live video ad for the deodorant Secret…”
“This [GM campaign] is an advancement [of the Secret ad], as we’re bringing in premium elements and we’re really elevated storytelling with us and with consumers,” AOL senior vice president of sales Wendy MacGregor said, adding that AOL will continue to experiment with more live ads in the future.