April 12, 2006
Online alternate reality game promotes GM’s renewable fuels options
Detroit, Michigan – Aliens, time travellers and ancient fairies might not be General Motors business, but they take centre stage in GM’s innovative campaign to promote alternative renewable fuels.
“Who is Benjamin Stove?”, a three-month-long Alternate Reality Game (ARG), has encouraged more than 280,000 participants to learn more about GM’s commitment to promoting renewable fuel options in the U.S., said the company.
“The ‘Who Is Benjamin Stove’ game was developed to build awareness of GM’s renewable fuel initiatives and programs, including our ‘Live Green, Go Yellow’ campaign,” said Bob Kraut, director, GM Brand Marketing and Advertising Operations. “GM already has on the road more than 1.5 million vehicles with FlexFuel technology capable of running on either gasoline or E85 ethanol fuel. We continue to be an industry leader in promoting E85 awareness and use.”
The game launched on January 9 with a dedicated “Who Is Benjamin Stove?” Web site (www.whoisbenjaminstove.com) and a plea from Tampa resident Tucker Darby to the online community to help him unravel the mystery behind an unusual painting of crop circles he acquired as a child.