A slow sales year and the increased pressure of Japanese competition meant the launch of Pontiac's G6 needed to effectively cut through saturated media clutter.
The solution was a gamble that could pay off handsomely: giving away 276 brand-new vehicles on Oprah. Although the true measure of success will be sales figures, GM deserves accolades for raising the bar in a marketing world increasingly reliant on original product placements.
Most frequent messages
1. GM and Pontiac took a marketing gamble
2. Oprah's show was the best advertising money could buy
3. Oprah holds instant credibility with consumers
4. Audience members were picked on genuine need
5. How the giveaway affects sales remains to be seen
Based on analysis of 20 articles appearing in the top US dailies from September 13-14, 2004
Evaluation and analysis by Delahaye Medialink