OnStar/Batman Ad Campaign Includes Sweepstakes With Movie Walk-On As Prize
FOR RELEASE: May 22, 2001OnStar/Batman Ad Campaign Includes Sweepstakes With Movie Walk-On As Prize
TROY, MI - It's midnight in Gotham City. The Penguin and The Riddler have embarked on a crime spree in Gotham City and Batman has been summoned to combat their criminal mayhem. But even the Dark Knight's finely honed physical and intellectual abilities will require the assistance of the latest technology, including OnStar Personal Calling and Virtual Advisor.
Once again OnStar teams with DC Comics to launch a new integrated marketing campaign that includes two dramatic new TV spots, print ads and an interactive animated comic on the Web. There is also a special online promotion that could win some lucky participant a walk-on role in the next Batman movie.
"The relationship between OnStar and Batman has been extremely successful, helping to push OnStar awareness to new heights," said Mike McEnaney, OnStar Director of Sales and Marketing Services. "With this new integrated campaign, OnStar and DC Comics have created a simple, yet compelling way to tell more of the OnStar story."
The TV ads highlight OnStar's newest services, Personal Calling and Virtual Advisor. In one, while fighting off an attack by the Penguin on his Batmobile, Batman places a hands-free call to longtime girlfriend Vicki Vale to warn her that he may be late for their dinner date. The second ad pits Batman against the Riddler, who sends an e-mail via the OnStar Virtual Advisor. Batman also uses the Virtual Advisor to solve the riddle and prevent a crime. The commercials were directed by Vincent Ward.
"We are delighted to once again join forces with OnStar to utilize Batman in one of the most integrated campaigns ever mounted," said Joel Ehrlich, senior vice president, DC Comics Promotions and Advertising & Warner Bros. Consumer Products Promotions. "Contributing the strengths of our talented artists at DC Comics to provide authenticity to the animated online experience brings this unique partnership to a new level."
Along with the print and TV ads, OnStar and DC Comics have created a state-of-the-art animated interactive comic for the Web, at www.onstar.com, allowing readers to shape their experience by using Personal Calling and OnStar Virtual Advisor at critical moments in the story. And starting May 31, everyone will have a chance to enter a sweepstakes to win a walk-on role in the next Batman movie, which is still in the planning stages with no firm dates set yet. The television commercials and web experiences are part of a totally integrated campaign created for OnStar by Campbell-Ewald.
OnStar, launched in 1996 on three Cadillac models, is now available on 32 of GM's 54 models in addition to providing service for Lexus LS430, Acura RL, and Audi A4 customers. Using Global Positioning System (GPS) technology and an embedded cellular connection, OnStar offers subscribers an ever-widening range of services, including automatic airbag notification, stolen vehicle tracking, remote diagnostics, emergency services, roadside assistance and remote door unlock. OnStar advisors also can assist drivers with route support, concierge service, and point-of-interest information from a 6-million-listing database.
Through a nationwide wireless network in cooperation with Verizon Wireless, OnStar offers subscribers the ability to make and receive phone calls in the vehicle in a completely hands-free manner using OnStar Personal Calling. In addition, OnStar Virtual Advisor allows drivers to access personalized, Web-based information and their e-mail - again, all hands-free and voice-activated, through the push of a single button.
DC Comics, a division of Warner Bros. an AOL Time Warner Company, is the largest English-language publisher of comics in the world and home to such iconic characters as Superman, Batman, Wonder Woman and the Sandman. These DC Super Heroes and others have starred in comic books, movies, television series (both animated and live-action) and cyberspace, thrilling audiences of all ages for generations. DC Comics' web site is located at www.dccomics.com.