Leveraging the insight that STS is one of the most technologically advanced vehicles on the road, a marketing device was developed that exhibited a similar level of technical appeal - the Cadillac STS USB Key drive.Distributed at exclusive events such as The Toronto Film Festival, the USB Key Drive contained an interactive presentation, consumer feedback and email registration tools, and a seamless connection to other rich STS content on gmcanada.com – encouraging users to click-through for more STS content and information on locating and contacting a Cadillac dealer to take their STS experience to the next stage: a test drive.

4,500 Cadillac STS experiences were put in the hands of a highly targeted luxury audience. The viewing and exploring of these USB Key Drives resulted in a 35% click through rate to gmcanada.com for dealership contact information and further information on the STS. The average time spent interacting with STS content was 4.5 minutes. An innovative use of technology, the drive was an extremely engaging way to distribute STS information, and it reinforces the new positioning of Cadillac.