General Motors (GM) has stepped up to the plate to produce engaging campaigns targeted to the LGBT community. In its latest ad campaign – which was developed to support Pride Month in the Motor City – a younger car comes out as being electric.
This campaign is clearly a play on the coming out process, which can be a very difficult challenge for many individuals – especially in areas of Michigan where basic equal rights feel far from reality.
This isn’t General Motors’ first attempt at reaching gay consumers.
Earlier this year, I was invited – along with 40 other LGBT influencers – by GM and their media partner, The Six Pack (an LGBT-friendly – and very entertaining – podcast and SiriusXM show), to participate in a special tour of the New York City Auto Show as part of their A Night Out with Cadillac event. Besides serving me copious amounts of wine, cheese, and other finger goodies, the event connected me with other LGBT influencers from New York and Michigan. It’s also granting me the opportunity to take out a GM car (based on availability) over the weekend.
Now that’s cool!
I applaud GM in its efforts to reach and engage the LGBT community with relevant messaging and by leveraging gay-friendly media partners – like The Six Pack – to reach consumers like me.
While I enjoy watching loving, straight couples and their families drive around in their new Chevys, there’s something special about being engaged with messaging that speaks directly to me.
I simply can’t wait to see more from GM!
And I hope that other companies see the benefits of jumping on the bandwagon.
I know Starbucks with its recent stance on supporting marriage equality in Washington state, JC Penney for its show of two gay dads for Father’s Day, and McDonald’s with its 2010 video campaign to welcome the LGBT community to their restaurants in France already have!
Tell us about some of your favorite LGBT-focused advertising campaigns and keep the conversation going with Leone on Twitter.