Dave Morgan, founder and CEO of Simulmedia, said such a far-reaching campaign isn’t unusual but the length of the initial TV ads is notable.
“That is unusual, and it certainly will be very impactful,” said the longtime media industry executive. He said 15- and 30-second ads are typical, while 60-second spots are already pretty noteworthy.
GM expects more than 1 billion “impressions,” also known as views and engagements, for the Hummer from the campaign, which will continue for roughly a week after the vehicle’s debut.
The Hummer SUT will be the most recent vehicle to be digitally unveiled after the coronavirus pandemic delayed in-person events earlier this year. It was scheduled to be unveiled in May. GM’s luxury Cadillac brand also unveiled a new EV called the Lyriq virtually in August.
Ford Motor also digitally unveiled its highly anticipated Bronco SUV in partnership with Disney in July. The vehicle debuted across the media empire’s broadcast, cable, digital and streaming properties.