Batman Returns for OnStar | Adweek Batman Returns for OnStar | Adweek
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Batman Returns for OnStar

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An upcoming campaign for General Motors' OnStar unit continues use of the DC Comics' Batman image to promote the system's updated technology.

The campaign, from Campbell-Ewald Advertising in Warren, Mich., includes an online promotion for the OnStar personal calling and virtual advisor services.

TV spots will break next week.

OnStar's personal calling service uses voice recognition technology and allows drivers to make and receive hands-free, voice-activated calls from their vehicles without an additional cellular contract.

The virtual advisor combines wireless technology with voice recognition and text-to-speech technology to deliver access to the Internet without clicking or using a keyboard. Information that can be accessed includes stock quotes, sports scores, news, weather, traffic and e-mail.

Campbell-Ewald began using the Batman image in OnStar advertising in February 2000. OnStar spent $55 million on measured media advertising in 2000, according to Competitive Media Reporting.

OnStar is available on 33 of GM's 2001 models. Toyota features optional OnStar service in its Lexus vehicles, and Honda features it as an option on its Acura models. Volkswagen's Audi division will offer it on its A4 model later this year.