Yahoo! UK & Ireland will hand over its website to Vauxhall Motors for 24 hours on Friday (October 13) as part of a campaign to promote the car manufacturer’s relaunched Corsa model.
The Yahoo! homepage will feature characters from “fake” band the C.M.O.N.S, which has already acquired a cult following on music network MTV following slow-burn teaser activity in recent months. The content will reveal for the first time General Motors (GM) Europe’s link to the music property.
Visitors to the site will be directed to a branded microsite featuring the latest Corsa TV ads and an interactive custom-made game.
In the lead-up to the homepage takeover the fictitious band has appeared on Yahoo! through a number of channels allowing users to engage with the band.
The initiative is part of a broader pan-European advertising campaign for the new Corsa model, which also breaks on Friday, it aims to attract urban 20- to 30-year-old drivers to the brand (MW October 5).
The C.M.O.N.S band is made up of 40-inch puppets designed by underground artist Boris Hoppek. GM teamed with its advertising agency Delaney Lund Knox Warren (DLKW) and MTV to develop the band.