As NFL partner and the presenting sponsor to ESPN's Monday Night Football, GMC teamed up with Assist Marketing to staff a massive retail activation in the home market prior to the last match-up of each weekend. Headquartered at upscale malls, the footprint included interactive elements, NFL player appearances and a ride-and-drive component to showcase the entire product line of GMC vehicles. Each week Assist Marketing filled nearly a 53-man roster of its own, to engage with football fans and consumers.
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