GM has commemorated its 50th anniversary of the small block engine by launching its first blog.
The blog, smallblock.gmblogs.com, is written primarily by the company's Powertrain division, which is responsible for its small block engines, and features contributions by other GM employee enthusiasts.
Michael Wiley, director of new media at GM Communications, said that while the blog was part of the 50th anniversary promotion, its main function is to help create a dialogue with consumers.
"We've been looking at blogs for a couple of years and didn't want to do anything overly perceived as trendy or gimmicky," Wiley said.
"The 50th anniversary of the small block engine was the perfect opportunity to get it started," said Jud Branam, managing director of Hass MS&L' Ann Arbor office.
The blog allows comments, which Wiley said would not be purged if they were critical.
"If it doesn't [allow] discussion, I wouldn't call it a blog," he said. " It's a website."
The blog was barely mentioned in the press release announcing the anniversary, according to Wiley. But car enthusiast blog audioblog.com found it and discovered that PR agency Hass MS&L had signed up for the URL.
Hass MS&L has worked with GM Communications on new media since 1999, including the design of its media website and GMability, its corporate responsibility website, according to Branam.
Wiley said that there wasn't a second blog launch scheduled yet, he listed product launches, internal communications, leadership initiatives, and other anniversaries as potential opportunities.
GM was also contemplating guest bloggers, including celebrities.
Branam reported that the website, which has been up for a couple of weeks, has receive several thousands hits and a substantial amount of links.
"We expected there would be a lot of interest that GM is starting to blog," Branam said. "We're happy with the response."