GM Launches New Syndicated TV Series, ‘Inside the Vault’
* Unique Collaboration with Conde Nast, Source Interlink, Telepictures, Tribune, Starcom
* Marks Next Step in GM’s Content Marketing Strategy
* Hosted by Cris Collinsworth, Emmy-Winning TV Personality and former NFL Star
DETROIT – General Motors is teaming up with a variety of media partners to create a new TV series aimed at entertaining and informing today’s “classic” man.
“Inside the Vault,” which begins airing on WGN America and 18 Tribune broadcast affiliates this Friday (Feb. 4), will showcase stories, insights and conversation, providing a variety of perspectives on how men live today.
“New times call for new approaches,” said GM’s Global Chief Marketing Officer Joel Ewanick. “‘Inside the Vault’ represents an exciting and different avenue for Chevrolet, Buick, GMC and Cadillac to connect with audiences and create an environment that is different from anything that’s being done in TV today.”
“Inside the Vault” will present a variety of topics relevant to men; episode themes will include gadgets, travel, fitness, food and sports. The series includes lifestyle segments from experts at Conde Nast, with automotive editorial provided by Source Interlink, the publisher behind Motor Trend magazine.
The 10-episode season is hosted by Cris Collinsworth, a former NFL wide receiver with the Cincinnati Bengals and an Emmy-winning television personality whose credits include NBC’s “Sunday Night Football” and Showtime’s “Inside the NFL,” along with Alonzo Bodden of NBC’s “Last Comic Standing” and Jill Wagner, who currently co-hosts ABC’s “Wipeout.”
Telepictures Productions, a division of Warner Brothers, is another partner in this effort, which is being led by GM’s media agency of record, Starcom USA and content-creation agency LiquidThread.
“We want the audience to be able to watch ‘Inside the Vault’ anywhere and catch it at any time,” Ewanick said. The series will appear online at www.insidethevault.tv, which launches on Thursday (Feb. 3). Content will extend across Facebook, YouTube, Twitter, Vimeo and Get Glue.
Syndicated television broadcasts will include commercials for Chevrolet, Buick, GMC and Cadillac vehicles. The show will feature vehicles from these brands as part of its content, when relevant, but focuses on the viewer experience and omits “sponsored by” branding.
The 30-minute program will air on WGN America and on 18 Tribune affiliates including PIX11 New York; KTLA Los Angeles; WGN Chicago; WPHL Philadelphia; KDAF Dallas; WDCW Washington, D.C.; KIAH Houston; WKBD Detroit; KZJO Seattle; WSFL Miami; KTXL Sacramento; KRCW Portland; WXIN Indianapolis; KSWB San Diego; WTIC Hartford; WPMT Harrisburg; WXMI Grand Rapids, and WNOL New Orleans. Check local listings for airings of upcoming episodes.