The GMC Yukon is a big SUV that got even bigger with its latest redesign.
So to promote its arrival, GMC created what it describes as the “world’s biggest tweet.”
The brand sent a couple of Yukons into the Nevada desert to carve out a giant sand billboard that could only be seen by helicopter.
Or, with any luck, a prime-credit extraterrestrial in the final months of its lease.
GMC created a video documenting the process and turned the massive message — “LIVE BIG. NEW GMC YUKON,” it read, formatted to resemble one of the brand’s 17,700 Twitter posts — into a 30-second commercial.
To write it, two drivers — using a Yukon Denali and a Yukon AT4 — followed 2,500 color-coded stakes and 110,000 feet of rope line strung across a space the size of 270 football fields.
GMC said it took “extreme care” to protect the desert wildlife and, after filming, restored the environment to the way it had been.
“That’s right,” a spokesman said, “at the end of the day, GMC deleted the tweet.”
The brand also partnered with Twitter to create a custom emoji of the SUV that appears after users type the hashtag “#GMCYukon.”
There’s also a custom emoji that appears in tweets that reference the Hummer electric pickup that GMC unveiled last month.