General Motors Corp. has announced a multimedia advertising promotion linked to Monday Night Football on ESPN. The automaker will give away a new GMC Sierra pickup each of the 16 weeks of the telecast and will hype the promotion through newspaper, TV and online advertising. Jeff Stoltman, WSU marketing professor, points out that marketing efforts in general are shifting to multi-media, interactive approaches. "GMC is not leading the way, but they are finding, potentially, a very differentiated way," he said.