GM Courts Youth With Video Ops

General Motors is joining the ranks of marketers trying to woo younger consumers by engaging their directorial skills.

The carmaker is inviting aspiring producers to submit videos, then choosing a handful to film GM-sponsored events alongside a professional crew. The coverage is then placed on GM’s new site, I Got Shotgun, and on other destinations such as YouTube, Revver and Vox. To bolster the effort, the citizen journalists will blog about their experiences on Shotgun.

According to GM media bureau director Len Marsico, the effort largely aims to communicate with 20-35-year-olds as they consider their first car purchases.