Gmc Case study DUDE PERFECT by Leo Burnett Detroit

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Industry Cars
Media Case study
Market United States
Agency Leo Burnett Detroit
Copywriter Ryan Karell
Released June 2010

Credits & Description

Category: Titanium and Integrated
Product/Service: GMC
Date of First Appearance: Jun 1 2010
Executive Vice President/Worldwide Executive Creative Director: Peter McHugh (Leo Burnett Detroit)
Vice President/Creative Director: Chad Laughlin (Leo Burnett Detroit)
Executive Producer: Jennie Hochthanner (Leo Burnett Detroit)
Copywriter: Ryan Karell (Leo Burnett Detroit)
Account Manager: Matt Buese (Leo Burnett Detroit)
Media placement: TV - 1 :30 Spot - National TV - 06/01/10
Media placement: Internet - Website - gmc/ - 06/01/10
Media placement: Print - Newspaper - New York Post - 06/14/10
Media placement: Viral - YouTube - 06/01/10

Describe the campaign/entry
GMC is the brand that “never says never”. This is GMC’s attitudinal true north and the insight behind Professional Grade positioning. It’s how GMC engineers think, how our heavy-duty target works/plays, and how we approached the communications challenge.

The bulk of launch media for GMC’s Sierra HD was during the NBA finals. The typical solution is airing head-to-head competitive comparison spots. We found something more interesting. We knew our heavy-duty target approached work with a “never say never” attitude. There isn’t a bridge he can’t build or a boat he can’t haul.

This attitude – along with the NBA - lead us to a group, Dude Perfect, who “never say never” when making amazing basketball shots.

We partnered with Dude Perfect to create some of the most amazing basketball shots. We got people to pay attention. We sold Sierras. And we sold a lot of GMC crossovers and SUVs too.

Describe how the campaign/entry was launched across each channel in the order of implementation
The first shot was leaked to YouTube, receiving over 400,000 views in less than two days. Internet and mainstream media picked it up and the shot appeared on everything from Huffington Post and Yahoo’s front page to the CBS Morning Show and Fox News.

On June 1st, 2010, the official website ( went live, where we staggered the release of additional shots. We made shots from an airplane, off cliffs, and off buildings under construction. We made the highest basketball shot ever attempted, and generated over 1,000,000 YouTube hits.

We cut the videos to a 30-second spot that ran on the NBA finals and ESPN’s ESPY Awards show.

Based on the video popularity, we were approached to create a shot on ESPN’s ESPY Awards. The ESPYS were in LA, so we towed a hoop to the landmark Randy’s Donuts, and made the shot through the hole of the giant donut.

Give some idea of how successful this campaign/entry was with both client and consumer

For the consumer, our goal was to create buzz:
- The first shot received 400,000+ YouTube views in under two days.
- Internet, mainstream media picked it up (Fox News, Yahoo, Huffington Post, etc.)
- Nearly 400 million impressions over digital, print, broadcast.
- Over 178 million impressions on the NBA finals.
- 2.7 million YouTube views and counting.
- Over 1.8 million visits to
- The first ever GM vehicle on the world’s top ten viral list. (#5)...occurred when the new iPhone 4 was released and, during the World Cup.
- Dude Perfect ranked No.2 on Adage’s “most in-demand brand stars”

Our client’s sales were good, too:
- Sierra and GMC division registrations increased year over year
- Sierra HD registrations increased +3.6% year over year
- August 2010 was Sierra’s best month since December 2008
- GMC divisional registrations were strong, growing 26% year over year.