Digital Marketing for General Motors’ My Rewards Program

My GM Rewards is an automotive rewards program that was launched in April 2018, making it the first of its kind. In less than a year, membership had surpassed three million members, demonstrating the program's immense popularity. Today, My GM Rewards has almost 10 million members, highlighting the continued growth and success of the program.

By participating in the My GM Rewards, drivers can earn points for various activities related to their vehicle, making it an excellent way to get more value from their vehicle ownership experience.

Agency –

MRM

Client –

General Motors

Team –

Art Directors: (Sr.)Joe Anstett, Brittnay King, Jaxson twine, Matt Bisset, Eric Schwartz, Andrew Kozinski, Aleona Pollauf, Kenta Tomeoki, Karlee Goodwin

Copywriters: (Sr.)Jenna Smith, Tranell Slaughter, Katie Grainger, Julianna Fosco, Rob Rebhan, Tim Kunik, Travis Grand, Lauren Saltis

ACDs: Dwayne Jaskulka, Chris Walton, Lisa Jacokes, Anne Mader

Creative Directors: Elizabeth Gersabeck, Byran Lark, Colleen Hill, Travis Taylor

A New Kind of Appreciation

In early 2022, General Motors introduced a revamped My GM Rewards program called "A New Kind of Appreciation," with the aim of fostering an even more meaningful relationship with every member of the Rewards family. The revamp has been thoughtfully designed to meet drivers where they are, regardless of how long they have been with the program.

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Digital Communications

With the increasing use of digital devices and the internet, digital communications have become an essential tool for My GM Rewards to connect with both current and potential members. Machine learning has enabled us to enhance the effectiveness of email, online advertising, and social media campaigns. This enables us to deliver highly personalized and relevant content to our members, improving customer engagement and satisfaction.

Creating an Asset Library

Vehicle imagery is a crucial aspect of GM's marketing campaigns. However, My GM Rewards sets itself apart by placing greater emphasis on the member rather than the vehicle they drive. With the creation of lifestyle-focused imagery and icons, My GM Rewards is able to better create an emotional connection with its members, differentiate its brand, and promote the benefits of the program to a wider audience.