GM
Back before social networking was all the rage and your grandmother had a facebook page, Phear Creative built General Motor's first social network with our frequent partners in crime, Weber Shandwick.
The social network, called IGotShotgun, became a platform for GM to keep in close contact with their consumers, as well as a channel to distribute content from the pop culture and sporting events that they sponsored. Our background at MTV gave us the cred they were looking for in a partner, and we helped design the look and feel of the site, in addition to producing all of IGotShotgun's content.
We kicked it off at Superbowl XXVII, and spent the next six months touring the country, using promotions and citizen journalists to bring the IGotShotgun community behind the scenes at events like The Academy Awards, The Grammys, and NASCAR races. Through contests, fans everywhere could win trips to these events to hang out backstage and brush elbows with the stars. We even tapped the celebrities themselves to give us an insider's look at these glamorous affairs. And since 2006, IGotShotgun continues to be a touch point of communication for the brand and its consumers.
