General Motors has been a client for over 30 years and throughout our successful partnership, we continuously strive to identify new watercooler content in Hollywood. An excellent example of thought leadership was identifying the growth potential through the Netflix Original Series, “House of Cards”. The challenge was to not only penetrate this show, but also to build a long term relationship with the production and its characters.
“House of Cards” as an ideal fit for the portfolio of brands at General Motors. At the time, an unproven property, the BEN team worked alongside our contacts to negotiate and integrate general motor’s vehicles within the series among key characters that would fit the mold. As the production continued to manifest into an Emmy Award winning show, we continued our efforts to grow with the show, and maintain continuity with key characters featured in the production as well as new ones introduced throughout the seasons.
The early access to the then unproven project transformed into a four season relationship for multiple brands, with multiple characters. BEN’s experience allowed these connections to transpire and also helped establish vehicles early on. In total, BEN has executed 52 total placements, and generated a ROI of over $6M in media value back to the brand.