Leveraging The Ellen DeGeneres Show, we developed a month-long integration to promote and showcase the GMC Acadia. Our idea was to leverage Ellen’s spark, celebrity and relatable humor to create an engaging program for the Acadia.Driven by the idea of celebrating life’s milestones, the program was centered around a week-long cross-country Acadia road trip full of camaraderie, laughs and adventure, for a deserving viewer and three friends to Ellen’s Hollywood studio. To generate excitement and entries, Ellen surprised worthy audience members with Acadia giveaways.Once our winners were on their way, key Acadia message points were seamlessly incorporated throughout the road-trip during daily live roadside updates with Ellen, including the Acadia’s easy-to-use OnStar system to help guide the four friends along their way. Acadia features and messaging were also incorporated into the Watch & Win vehicle giveaways and the integration featured a live Acadia commercial by Ellen.

8 Acadia vehicles…8 very happy women, millions of viewers, hundreds of thousands of entries and 1 energetic star made for an entertaining and impactful program.• Significantly overdelivered on promised on-air content• Drove over 72,000 hits to the website in the first 72 hours of the program • Overall, generated 200,000 Watch & Win entries and more than 35,000 Road Trip entries• Generated 51% unaided recall of corporate sponsors, citing ‘Acadia’ or ‘GMC Acadia’ as the show sponsor for the Highway to Ellen promotion (client Benchmark is 7%)• 93% of Ellen.com visitors recalled GMC as the sponsor (aided)• Nearly half of all casting entrants opted-in for more information about the GMC Acadia.