General Motors partnered with Good Good Golf and production company Portal A to promote the all-electric GMC Sierra EV AT4. GM sought to demonstrate the truck’s capabilities in real off-road conditions, and the collaborators turned that brief into “The Great American Golf Adventure,” a creator-led series filmed in the backcountry of Wyoming.

The production follows six Good Good creators – Garrett, Brad, Mo, Bubbie, Alexis, and Marissa – as they compete in a 3v3 match across five custom-designed holes. The creators tee off from platforms mounted in the bed of the Sierra EV AT4, pursue shots across uneven terrain, and navigate between holes using the truck’s off-road features. The course includes holes extending more than 1,300 yards, and the series documents the vehicle completing the entire route on a single charge.

Good Good creator Garrett Clark said, “We’ve filmed a lot of wild golf moments over the years, but turning the back of an electric truck into a tee box in the middle of Wyoming is definitely up there. 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.” 

Sean Poppitt, Executive Director of Global GMC Communications, described the project’s scope: “This isn’t just a road trip; it’s reimagining what golf can be. Together, we flipped the script on creator partnerships and golf trips.”

The campaign produced more than 30 assets, including long-form brand films, short-form social videos, behind-the-scenes content, and teasers distributed across GMC and Good Good channels. The series has generated more than 10 million views and more than 100,000 engagements to date.

Portal A co-founder, Zach Blume, explained the partnership model: “These partnerships can be so much bigger and better than boilerplate sponsorship deals. When creators shape the idea, the work becomes way more than branded content.”

Distribution Strategy and Audience Engagement

GM and Good Good launched the campaign with teaser content across social platforms, building momentum toward the release of the full brand film. The phased rollout included real-time updates, short-form visuals highlighting the course’s difficulty, and previews featuring the Sierra EV AT4. GMC extended the campaign with brand-led content designed to broaden reach and drive traffic to creator-led videos.

The activation strategy also extends beyond digital channels. GMC and Good Good hosted a live fan experience at SoFi Stadium in Palm Beach in November, featuring a Wyoming-inspired backdrop and an opportunity for attendees to tee off from the bed of a Sierra EV AT4.

The campaign targets early EV truck adopters and Good Good’s existing fan base, which has become a central demographic for both golf and electric vehicle marketing.

The YouTube-native group, founded by CEO Matt Kendrick, has built one of the largest creator-led golf channels, with 16 creators and more than 1.7 million subscribers on its main channel. The company has grown from four employees to nearly 40 in three years and has expanded into merchandise, equipment, retail distribution in more than 800 Dick’s Sporting Goods stores, and live events, including a PGA TOUR event debuting in 2026.

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