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Vauxhall signs Buzzfeed sponsorship deal to promote Adam Rocks car


By John McCarthy | Opinion editor

October 15, 2014 | 2 min read

Vauxhall has signed an exclusive European sponsorship deal with Buzzfeed which will see the Adam Rocks city car plugged in 15 posts.

Each post will relate to the Adam Rock's qualities in some way

The campaign, designed by creative agency Carat, will see content sponsored by Vauxhall, and Opel in the appropriate markets, simultaneously released in German and English on the site across the continent.

The 15 sponsored posts will be marketed towards millenials throughout the year and will mark Buzzfeed’s biggest ever automotive deal in Europe. The content will position the Adam Rocks city car as fun and playful.

Peter Hope, marketing director of Vauxhall, said: “We’re excited to be working with BuzzFeed for this unique campaign. They have a solid footprint in the UK, and their content and tone are a perfect fit for the Adam Rocks audience.

“Consumers are turning away from traditional advertising, and when it comes to native social content, BuzzFeed is simply superb.”

Will Hayward, vice president of Buzzfeed Europe, added: “Our growth to date has been phenomenal, and now is the time to expand into Europe’s second biggest ad market.

“Adam Rocks is the perfect campaign to begin with, leveraging our UK experience with Opel’s German heritage.”

Last month, the car firm announced that it will be reviving the Viva city car brand, releasing a teaser image of the motor for enthusiasts.

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Vauxhall Motors Limited is one of the oldest established vehicle manufacturers and distribution companies in the United Kingdom and has its headquarters in Luton, Bedfordshire, England. It is a subsidiary of the French automotive giant Groupe PSA. 

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