The team at GMC knows that breaking through the online noise requires big, bold creative swings with talent that drives culture.
Alongside Good Good Golf, the largest golf collective on YouTube, we built the Great American Golf Adventure: a new YouTube content franchise that took the all-electric GMC Sierra EV AT4 into the rugged Wyoming backcountry to play the most extreme round of golf imaginable.
Equal parts road trip, adventure, and spectacle, the partnership turned the sweeping beauty of Wyoming into the ultimate golf adventure for tens of millions of fans.
Our goal was to drive awareness and consideration for the Sierra EV AT4 by reimagining what the modern outdoor adventure vehicle can be, in a setting that YouTube audiences would love. The series was designed to engage early EV truck adopters and EV evangelists on YouTube and across social, while also giving Good Good’s fanbase something they had never seen before.
The Great American Golf Adventure placed creators at the center of a high-adventure, high-stakes story, while making sure the Sierra EV AT4 was an essential part of the journey.
The Great American Golf Adventure represents the type of big-swing creative partnership between brand and creator that breaks through with audiences.
The series followed six golfers through the backcountry of Wyoming as they played the most rugged round of golf imaginable, teeing off from a custom platform built into the bed of the GMC Sierra EV AT4.
During the 3v3 match played across five custom-designed holes, players chased down shots across wilderness terrain and navigated to new hole locations using the Sierra EV AT4’s off-road capabilities.
The entire journey, including holes over 1300 yards long, was completed on a single charge, highlighting the truck’s exceptional range, performance, and comfort, while showing how it elevates every moment of the trip, from driving to truck-powered camping to off-roading.
The content was rolled out in phases across channels: real-time content hyping up the challenge, then short-form cutdowns and high-impact visuals leading up to the launch, all culminating on YouTube with the hero video and brand film capturing the full adventure.
From key project leaders:
“...It’s the kind of project that reminds us why we love creating together: pushing limits, having fun, and doing something no one has ever done before. Good Good has always been about pushing what golf content can be, and this project with GMC took that to a whole new level. The Sierra EV AT4 let us chase down shots we’d never even think to film before, and became part of the story, not just the backdrop. It was truly epic for all of us.” -Garrett Clark, Good Good Golf
“The Great American Golf Adventure is what happens when innovation, creativity, and adventure collide. This isn’t just a road trip; it’s reimagining what golf can be while partnering with the hottest creators in the sport right now. With the GMC Sierra EV AT4 as the world’s most incredible off-road golf cart, Good Good, GMC and Portal A took the game to places it’s never been, blending sport, style, and storytelling in a way that feels fresh and unapologetic. Together, we flipped the script on creator partnerships and golf trips, and had a blast doing it.” -Sean Poppitt, Executive Director, Global GMC Communications
“We didn’t just capture golf content or produce a truck commercial, we transformed the bed of a GMC Sierra EV AT4 into a tee box and turned Wyoming into the world’s most rugged fairway. These partnerships can be so much bigger and better than boilerplate sponsorship deals. Our creative ambition for the Great American Golf Adventure was sky-high — we loved dreaming big and making the impossible possible with GMC and Good Good.” -Zach Blume, Co-Founder at Portal A
The Great American Golf Adventure achieved scale across YouTube and social platforms, driving 18M+ total views and 155K+ unique social engagements across 30+ pieces of content. This performance exceeded target viewership benchmarks by 8x.
YouTube served as the campaign's foundation, proving to be the ideal environment for the brand story. The response from fans was overwhelmingly positive, with a 98% positive comment sentiment. Viewers specifically praised the unique concept, the premium production quality, and the seamless integration of the brand.
Key performance metrics included:
Equipped with the GMC Sierra EV ATV4 and in collaboration with Good Good Golf, we brought YouTube audiences on a high-stakes adventure that they had never seen before.
