THE HERO WITHIN - DRIVE AMERICAN
A National Campaign by GMC, Honoring America’s Heroes, Veterans, and Students
Presented by: General Motors (Chevrolet & GMC)
CAMPAIGN VISION
nnovation. America. The roads belong to us eterans, students, and gamers under one of American pride and ingenuity.
2.1 Million CA Community College Students (18-34)
23 CSU Campuses (485K Students)
42,000 Veterans (Community Colleges)
7,000 Veterans (CSU)
18-34 Digital Natives in Gaming and Media
TARGET AUDIENCE
CALL TO ACTION: TEST DRIVE THE HERO WITHIN
• Campus Tour & Test Tracks
• Vehicle Performance Comparisons
• Live Gaming Tournaments (Fortnite, Call of Duty)
• Veteran & Student QR Signups
FILM FESTIVALROAD TO VALOR
A film festival where people show their storytelling prowess by producing a short film honoring our service members and including our vehicles as a storypoint.
Film Festival - Road To Valor
CSU Entertainment Alliance + GM Creative Labs
AI-powered Short Film Contest (3–5 min)
Themes: Heroism, Service, Innovation
Prizes: GMC Vehicle Lease + Discounts
DIGITAL CAMPAIGN
Platforms: Instagram, TikTok, Twitch, YouTube
• #DriveAmerican #HeroWithin #BuyAmericaFirst
• Hero storytelling: Veterans, Students, Engineers
VETERAN & WORKFORCE PARTNERSHIPS
• Partners: CalVet, DIR, Dakar Foundation, Jobs First Apprenticeships & Scholarships Transition from Service to Industry
BRAND ALIGNMENT
GMC Core Values → Heroic Parallels
Strength → Service
Precision → Discipline
Reliability → Brotherhood
Innovation → Vision
Craftsmanship → Patriotism
GAMING & ENGAGEM
‘Heroes in Play’ Challenge: Fortnite, CoD, Battlefield 6
Veteran-Gamer Collaborations
AI-Generated Highlight Reels
Vehicle + Gaming Prize Bundles
CAMPAIGN REACH & OUTCOMES
Campaign Reach & Outcomes
25K+ Test Drives
400+ Film Entries
15M+ Social Impressions
10K+ Veteran Participants
2K+ Vehicle Sales Conversions
BUDGET OVERVIEW
Campus Tour: $350K
Film Festival: $150K
Digital & Gaming Media: $300K
Production & Staffing: $250K
PR & Management: $75K
Total ≈ $1.2M
CLOSING / CALL TO ACTION
“Every Hero Drives American.” GMC | Chevrolet | CSU | California | Community Colleges | Fortnite | Call of Duty | Twitch | Discord Contact: GM Creative Partnerships Team
TH YO
