To launch GMC’s first-ever Denali Heavy Duty during the NBA playoffs, we called up the internet sensation “Dude Perfect” — a group of college students who don’t think there’s a basketball shot they can’t make. We told them we had an airplane if they’d like to create their first-ever piece of branded content. They did.
We leaked the plane shot on YouTube two weeks before the website’s launch and got 400,000 hits in less than two days.
The story was picked up by every major news outlet, from NBC to CNN to ESPN. And for the first time of any GM effort, it cracked Adweek’s “Top 10 Viral Videos” list. This press led to an invitation to perform a shot for the ESPYS and a segment on Jimmy Kimmel.
Beyond its viral success, the project racked up several industry awards, including being both a One Show and D&AD Finalist.