Situation:

New York Times Op-Ed columnist Thomas L. Friedman attacked GM over a sales promotion in two states calling the company "dangerous," "a crack dealer," and connected Hummer sales directly to soldiers dying in Iraq and Afghanistan.

Strategy:

GM executives resolved immediately to respond as strongly as possible to the Friedman column, with the objective of reaching at least as many readers as Friedman had, using only earned media.

Execution/Tactics:

* The day after Friedman's column appeared, GM responded on both GM blogs in measured tones to Friedman's assertions.

* A week later, GM chronicled its futile attempt to get the Times to publish a letter to the editor. The Times would not allow GM to call the Friedman assertions "rubbish," suggesting, "We beg to differ." GM reproduced the whole exchange on the blog.

* On June 14, Friedman responded to GM's response. His column, which was much longer than average, specifically referred to the GM blog post. He backed off some of his wilder assertions. The next day, GM responded again, noting points of agreement: "First, it's worth noting that we, and Mr. Friedman, are really not in disagreement on the fundamental issue here: That the United States needs to reduce its fuel consumption and dependence on oil."

Results:

* Traffic to the three Friedman-related posts received 24,765 page views and 379 comments. Scores of media outlets and more than 40 blogs picked up the story, including Diane Sawyer, the Washington Times, the Washington Post, The Drudge Report, The Huffington Post, Slate, CJR Daily and Rush Limbaugh, totaling millions of impressions.

* Friedman's second column acknowledged GM's blog post and responded to its arguments.

* GM's blog posts presented its story on its improving fuel efficiency and sparked hundreds of comments.

Credit Information
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Client: General Motors
Agency: Hass MS&L
Budget: Ongoing; retainer
Date of Campaign: June 2006
Case Study URL: http://fastlane.gmblogs.com