In the spring of 2008, General Motors (GM) hired The Patriot Group to promote its green, energy-efficient Yukon hybrid, an SUV that gets the same gas mileage as a sedan.

During the South-by-Southwest (SXSW) music and film festival in Austin, The Patriot Group executed a grassroots marketing and earned media campaign. Our mission was to get the Yukon on television, placing it within events and to provide consumers with information about the hybrid technology.

In the span of 10 days, The Patriot Group worked with 4 local news outlets, a local entertainment channel and the Austin American-Statesman to get 110 mentions, footage or pictures of the Yukon hybrid. We distributed GM materials to hundreds of consumers and were able to place GM literature in SXSW gift bags for more than 500 VIPs attending SXSW events.