For the launch of the new Yukon, GMC (@GMCArabia ) was looking to steer away from traditional forms of automotive marketing. Seizing the opportunity to connect with Saudi Arabian poetry lovers on Twitter, it launched the ‘Legacy of Verse’ competition to drive conversation and engagement around the Yukon.
@GMCArabia built its campaign strategy around the discovery of a series of 20th Century poems by motorists, creating a cultural connection based on a shared appreciation of verse. Leaning into this connection it partnered with broadcast network @Rotana, which provides a major contemporary voice for the Arabic poetry scene – and boasts a strong Twitter following.
Launching the ‘Legacy of Verse’ poetry competition via the @Rotana Twitter account with a series of high-impact video ads, @GMCArabia challenged the Saudi audience to pen an original poem inspired by the Yukon campaign. The support of Twitter’s flourishing Saudi poetry community and the backing of influential icons like actor Mohammed Henidi, sustained campaign momentum.
As entries rolled in, @GMCArabia deployed Twitter Conversation Cards, calling on audiences to get involved with call-to-action buttons, enabling them to spread the word. Video ads amplified engagement across Twitter, teasing participants with the chance to have their poems shared across social media and posted on billboards around the country. The campaign climaxed with a panel of poetry judges selecting the winning poem and offering the opportunity to read it to millions of viewers on primetime TV.