It’s really not been GM’s week.
Last week they came out and told the world that ads on Facebook aren’t worth the advertising cost and that they were pulling their spend from the (now) newly floated social media site.
That led to a somewhat opportunistic put-down from Ford which said it planned to increase its spending on social media, helpfully implying that GM didn’t understand how to use social media to promote. And they have a point. Although GM do too.
GM followed up its Facebook revelation with the news it also planned to stop advertising during the Super Bowl (which is a very big deal on the other side of the Pond). Which has given Hyundai the opportunity to come out and join Ford in questioning GM’s marketing choices.
Hyundai were quick to come out and say that the Super Bowl is not just an advert, it’s a huge social marketing opportunity. In other words, look at the bigger picture. Which was pretty much Ford’s message to GM over the Facebook story.
We need to be clear that this isn’t Ford and Hyundai giving GM marketing lessons, it’s two very successful marketing arms laughing at the very narrow view GM seem to be taking with their own marketing choices.
And, we need to remember, it was Ford who didn’t go to the US government to bail out their business and Hyundai which, on both sides of the Pond, used very clever marketing to cash in on the economic downturn and drive sales, in the UK and Europe with scrappage and in the US with their job loss guarantee scheme.
Which makes their view very credible.
Hyundai 2012 ‘Rocky Theme’ Super Bowl Video