McCann Creates GM ‘Hot Button’ Promotion

CHICAGO General Motors is giving away 1,000 vehicles over the next two months in a $50 million promotion orchestrated by units of Interpublic Group’s McCann WorldGroup, the automaker said. This is the client’s largest giveaway ever, said Steve Hill, director of GM retail planning.

The “Hot Button” promotion kicks off on Monday when consumers visiting participating GM dealerships can push the OnStar Hot Button in a designated vehicle to see if they are winners.

Fifty-four 2004 models, including he Hummer H2, are among the $25 million in vehicles that will be won, GM said. An on-air push by former NFL player Boomer Esiason during Sunday’s NFL pre-game show on CBS kicked off the effort.

As it goes on, reality spots from McCann-Erickson featuring the winners will be aired. Other IPG units involved include Momentum, MRM, Zentropy, Trans World and Weber Shandwick.