DETROIT -- General Motors is promoting its GM Certified used-vehicle brand in two mass-circulation magazines and on their Web sites.
GM Certified is pairing with Sports Illustrated to sponsor a weekly online game that features the magazine's National Football League writer, Peter King.
The brand also is sponsoring fashion tips by celebrity stylist Mia Morgan in People and on its Web site.
Both promotions use the GM Certified tag line, "No worries." Each is accompanied by a sweepstakes.
Jeff Heichel, director of GM's used-vehicle activities, said more than half of all used-car buyers shop for vehicles on the Internet. The magazines and their Web sites can reach those shoppers and drive traffic to GM Certified's Web page, he says.
Consumers "use the Internet to find the vehicles they want to go look at," Heichel told Automotive News. "It's a way for us to get in front of these buyers."
J. Schaffer, GM Certified's national advertising and marketing manager, said in an e-mail message that the magazines' Web sites are good ways to reach GM Certified's target market: buyers between the ages of 25 and 54 with annual incomes of more than $30,000.
GM Certified sold 35,416 vehicles last month. That was a 3.8 percent decline from September 2004. The brand sold 341,769 vehicles from January through September 2005 -- a 4.1 percent increase over the year-ago period.
The "No Fashion Worries" promotion in People and People en Espanol ends Oct. 31. The Sports Illustrated promotion runs though December.
The People sweepstakes winner gets a trip for two to a celebrity award show and a fashion makeover. The grand prize is valued at $4,950.
The Sports Illustrated promotion is called "The Peter King Challenge." Visitors to the magazine's Web site compete with King each week to pick winners of NFL games.
The grand prize winner gets a trip for two to Las Vegas in February for a Super Bowl promotion. The prize is valued at $2,600.
Sweepstakes entrants must register their names, addresses and e-mail addresses. They can check a box on the entry form to get more information about GM Certified.
Schaffer declined to say how many people have entered the sweepstakes or sought information about the brand.
and People are published by Time Inc.
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