2013 Chevrolet Sonic Ads Herald GM's Return to Facebook


  • 2013 Chevrolet Sonic Picture

    2013 Chevrolet Sonic Picture

    General Motors has returned to advertising on Facebook on a trial basis, with a new mobile-only campaign for the 2013 Chevrolet Sonic. | April 10, 2013

Just the Facts:
  • General Motors is testing mobile ads for its 2013 Chevrolet Sonic on Facebook almost a year after walking away from one of the world's biggest social networking Web sites.
  • "This pilot program is specific to the Chevrolet Sonic and is an industry first 'mobile-only' campaign that utilizes new targeting and measurement capabilities on Facebook," said Chris Perry, Chevrolet marketing vice president.
  • GM did not say what it is spending on the advertising campaign.

DETROIT — General Motors is testing mobile ads for its 2013 Chevrolet Sonic on Facebook almost a year after walking away from one of the world's biggest social networking Web sites.

"Chevrolet is testing a number of mobile advertising solutions, including Facebook, as part of our Find New Roads campaign," said Chris Perry, Chevrolet marketing vice president, in a statement on Tuesday. "This pilot program is specific to the Chevrolet Sonic, and is an industry first "mobile-only" campaign that utilizes new targeting and measurement capabilities on Facebook."

GM did not say what it is spending on the advertising campaign.

Facebook said in February it now can better target ads to its users based on purchasing habits as part of an expansion of the company's custom audiences tool.

GM's return to Facebook is a dramatic turnaround. GM stopped advertising on Facebook last year just three days before Facebook's initial public stock offering. At the time, GM said that the paid advertisements had little effect on people's decision to buy a car.

GM has less than half a million "likes" on its corporate Facebook page. In comparison, Ferrari has more than 11 million.

Edmunds says: GM tiptoes back into Facebook with exploratory Chevrolet Sonic promotions. It remains to be seen if the automaker jumps back into Facebook in a big way.

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