OnStar needed an ongoing, updatable program to increase awareness of and drive new and repeat consumers to the website.

Integrating with the traditional TV & Print campaigns, a web solution was created to leverage the power of Batman with the consumers and drive web visits. Using a flash based application, a series of Batman online "Webisodes" was created with an ongoing story line where users had to assist Batman as he thwarted Gotham's villains through the use of OnStar in the Batmobile. In addition, this tied into the Batman challenge sweepstakes where users could enter to win Batman merchandise. The story line is ongoing, prompting users to visit the OnStar site continuously to check for updates to the Webisodes. The site includes extensive ties to the traditional ad campaign with links to the television commercials, graphics used in the print ads which could be used as computer wallpaper and even a page detailing when and where the Batmobile will be on public display.

The resulting traffic increase to the site exceeded original estimates. With extensive linking between Batman and the attributes of OnStar - the program has been approved to continue past the original 1-year plan.