GM Prompts People to Build Virtual Billboards

NEW YORK A new online sweepstakes for General Motors Western region encourages people to create a virtual billboard for a chance to have it made a reality in their hometown.

The promotion, which launched this week, plays off of a 1-month-old outdoor campaign from Interpublic Group’s McCann-Erickson in San Francisco that compares the GM line of vehicles to various California lifestyle attributes. One of six billboards appearing in the Bay Area and Los Angeles, for instance, pairs a GM Cadillac Escalade on a red carpet with the headline, “Hollywood.” In keeping with the theme, the “Build Your Billboard” interactive effort asks users to write headlines for three GM models of their choice.

The overall push, based on the premise that the automaker has the right vehicle for everyone no matter what their style, targets Californians who may never have considered GM.

The online portion, from Zentropy Partners, a part of McCann-Erickson WorldGroup’s MRM Partners Worldwide, is centered on In addition to the billboard sweepstakes, the flash Web site features games that help the user determine which GM vehicles match their attitudes and styles.