Tuesday, September 21, 2004

Pontiac: Product Placement on Steroids

First it was the “advertainment” extravaganza The Last Ride, a made for TV movie on USA Network that was essentially a two hour commercial for the 2005 GTO. Then, 276 Pontiac G6 cars given away to an obscenely ecstatic Oprah Winfrey audience.

In a world of increasingly fragmented audiences, these two events were something of a coup in the escalating role of product placement with the entertainment landscape. The Last Ride brought Pontiac and the GTO into TV listings and reviews across the country. The Oprah stunt made national headlines and became fodder for talk shows, late night comedy and the evening news.

But product placement is the double-edged sword of marketing. Lose control of the messenger and you may lose control of the message. As you might expect, reviews for The Last Ride were less than stellar – and the press positioned it as a glorified commercial. But with Dennis Hopper starring alongside a cool new muscle car and its vintage counterpart, plus a healthy compliment of driving stunts, the show scored some solid ratings. And the benefits probably outweighed the costs of any negative publicity.

With Oprah, the glow of the Pontiac brand just wasn’t quite bright enough to escape the talk show icon’s gravitational pull. Most of the coverage has cited Oprah as the benefactor of these cars – and Pontiac has been lucky to pull a mention.

From a media buy perspective, with the bonus eyeballs and press attention, I would have to assume that both deals paid off. From a brand perspective, Pontiac seems to have been successful in creating meaningful, memorable and positive associations for their brand and sub-brands. Yet brands looking to replicate this would be wise to consider the extent of media attention such events receive (if only fleetingly) and the expected style/tone/depiction of their brand in the chorus of 3rd party voices.

73 Comments:

Blogger JP @ be said...

Speaking of unforeseen trouble in product placement, it turns out that Pontiac can't actually pay the Federal taxes on these cars on behalf of the recipients. So, the winners now have a choice: (1) keep the car and pay $7,000+ in taxes; (2) sell the car to pay the taxes; or (3) forfeit the car.

It kind of puts a bit of a taint on the grand gesture to give away all of these cars to folks apparently desperately in need of a new auto. Pontiac's certainly not the bad guy here - but they've given away enough cars on enough games shows to understand the tax implications.

September 23, 2004 at 9:48 AM  
Anonymous Anonymous said...

San Diego is having a Hot Rod Halloween on Sunday, October 30. If you love cheap car then you will want to be there! All kinds of cheap car will be in attendance. For more information go to cheap car
See Ya There!!

October 23, 2005 at 3:39 AM  
Anonymous Anonymous said...

I've Made My First Affiliate Commission!

See How I Did It Here - It's Quick And Easy!

product key

November 7, 2005 at 6:41 AM  
Blogger Antonio Hicks said...

I was just browsing various blogs as I was doing a search on the word halloween, and I just wanted to say that I really like what you've done with your blog, even though it wasn't particularly related to what I searched for. I appreciate your postings, and your blog is a good example of how a blog should be done. I've only just recently started a Posters website - feel free to visit it when you get a chance if you wish. Much success, antonio.

November 7, 2005 at 9:07 PM  
Anonymous Anonymous said...

Hi, you have a wonderful blog here! I'm definitely going to bookmark you!

I have a **Steroids
Information**
site. It pretty much covers **Steroids** related stuff.

Come and check it out if you get time.

November 9, 2005 at 4:24 AM  
Anonymous Anonymous said...

Hey, you have a great blog here! I'm definitely going to bookmark you!

I have a belair site/blog. It pretty much covers ##KEYWORD## related stuff.

Come and check it out if you get time :-)

See Ya There!!!

November 18, 2005 at 5:55 AM  
Anonymous Anonymous said...

New Blog Submission Software Takes Total Domination To A whole New Level, And Allows Complete Control Over Any Market and Any Product You Sell.--Renders All Other Marketing Methods Totally Useless by Comparison"
Click here: FREE DEMO

January 26, 2006 at 11:54 PM  
Anonymous Anonymous said...

I really like your chevrolet related blog site. I have a chevrolet related web site at chevrolet. If you're into chevrolet. You will want to check it out.

January 28, 2006 at 7:55 AM  
Anonymous Anonymous said...

The brand NEW! Safelist Autosubmission software XP - blasts your ads to 3.6 Million Safelist recipients at the click of one button.

Automatic-Mailer XP! - 50,000 hits guaranteed to your website every month! - Posts unlimited number of ads - Create unlimited number of profiles - Posts whenever you want! 24/7 - Schedule autosubmission when you are not at home - Sends Html & Text Advertisements.

Order today. Our Software also includes: - Autovalidation feature that automatically validates all your Safelists validation codes - mailbox cleaner feature that automatically keeps your mailboxes clean!

NOW That's an incredible Deal, isn't it? Get Your Astonishing Automatic - Mailer XP Software today!
Click here: AUTO-MAILER

January 30, 2006 at 7:10 AM  
Anonymous Anonymous said...

Hey, you have a great blog here! I'm definitely going to bookmark you!

I have a antique vehicles site/blog. It pretty much covers ##KEYWORD## related stuff.

Come and check it out if you get time :-)

See Ya There!!!

March 9, 2006 at 9:55 PM  
Anonymous Anonymous said...

I really like your ford related blog site. I have a ford related web site at ford. If you're into ford. You will want to check it out.

April 8, 2006 at 6:08 AM  
Anonymous Anonymous said...

Hey, you have a great blog here! I'm definitely going to bookmark you!

I have a classic cars site/blog. It pretty much covers ##KEYWORD## related stuff.

Come and check it out if you get time :-)

See Ya There!!!

May 1, 2006 at 4:05 AM  
Anonymous Anonymous said...

Hey, you have a great blog here! I'm definitely going to bookmark you!

I have a mopar site/blog. It pretty much covers ##KEYWORD## related stuff.

Come and check it out if you get time :-)

See Ya There!!!

May 20, 2006 at 8:21 PM  
Blogger BlogDawg1 said...

I am looking for some good keyword research tools resources for a ratings & review website and believe or not, yours popped up when I searched for keyword research tools blogs. I read some of the stuff here -- could help. You can check out my keyword research tools reviews at Keyword Research Reviews

July 5, 2006 at 2:11 PM  
Anonymous Anonymous said...

I'm Kortny,
from Syria,
and I'm 15 y.o

Hi, Everyone
I've studied English sinse this Winter .
It's very!
I want like to meet boys and girls and practisice My English with them.

Thank You

December 7, 2006 at 8:01 PM  
Anonymous Anonymous said...

Men's Health Cheap tablets!

Very Cheap Viagra, Levitra, Cialis, Lipitor, Propecia!

Buy Viagra Online

The Lowest Prices Online
Complete PRIVACY
Free Prescription with your Order
FedEx Overnight Shipping



Buy Viagra Online
Buy Levitra Online
Buy Online Propecia
Buy Lipitor Online
Buy Online Viagra
Buy Cialis Online



______

buy cialis online viagra
buy and purchase viagra online
buy cheapest online place viagra
buy online prescription viagra
buy online prescription propecia
buy cheap levitra online
buy online prescription propecia vaniqa viaga xeni

December 10, 2006 at 4:53 AM  
Anonymous Anonymous said...

Although not widely publicised, many lenders already offer mortgages of thirty and forty years, and the prospect of loans that stretch to fifty years could soon become reality.
Our business presenter Tanya Beckett, who's been looking into the new mortgages, warns buyers to do their homework thoroughly.
--------------




December 10, 2006 at 11:33 AM  
Anonymous Anonymous said...

DISCOUNT MEN'S HEALTH ONLINE!

Very Cheap Viagra, Levitra, Cialis, Lipitor, Propecia!

Buy Viagra Online


Free Prescription with your Order
The Lowest Prices Online
Complete PRIVACY
FedEx Overnight Shipping



Buy Viagra Online
Buy Levitra Online
Buy Online Propecia
Buy Lipitor Online
Buy Online Viagra
Buy Cialis Online



______

Buy Cialis Dreampharmaceuticals Online
book buy online order viagra
buy in online uk viagra
buy online viagra securely
buy online purchase viagra
buy levitra online viagra
buy online prescription propecia vaniqa viaga xenical

December 13, 2006 at 12:40 AM  
Anonymous Anonymous said...

DISCOUNT CHEAP PHENTERMINE ONLINE!

Buy Phentermine Online Cheap
Cheap Diet Pill Phentermine
Cheap Phentermine No Prescription

December 16, 2006 at 10:14 PM  
Anonymous Anonymous said...

Zdravo

We are happy girls!

Ste ima?

Las Vegas Bankruptcy Attorney
Agricultural Totes
Aircraft Carrier Deck
Backup Computer Online
Fake Master Degree
Free Contractor Agreement
Tooth Whitening Vallejo
Concrete Important Structure
Agricultural Machinery
Litigation Attorney Florida
Microwave Oven Toaster
Clear Care Eye Solution
Delete Spyware
Esthetic Dentistry
Air Bed Inflatable
Car Repair Vancouver

Ate a vista

December 20, 2006 at 5:29 PM  
Anonymous Anonymous said...

DISCOUNT CHEAP PHENTERMINE ONLINE!

Buy Cheap Phentermine Online
Cheap Phentermine Diet Pill
Cheap Phentermine No Prescription




___

Die Pills Hentermine Wight Loss Diet Pills Phentermine Weight Loss
Diet Poills Phentyermine Weibght Loss Diet Piklls Phenftermine Weighgt Loss

December 22, 2006 at 10:33 AM  
Anonymous Anonymous said...

Real Story: Home or a Loan? will be broadcast on BBC ONE on Monday 8 May at 7.30pm.
NL
--------------






Marketing Director

Compensation Hampshire Lawyer New Worker
Air Conditioning Goodman
Rv Flagstaff
Guaranteed Weight Loss
New York Car Insurance
Attorney Bankruptcy Cleveland
Car Accident Lawyer
Attorney General New State York
Eton Park Hedge Fund
Tanning Bed Prices
Real Estate Agent Riverside California
Early Childhood Education Degree
Alto Palo Pilot Training
Background Check
Attorney Nashville Tennessee

December 23, 2006 at 6:37 AM  
Anonymous Anonymous said...

Terveh

I'm glad!

Qandaisiz?

Air Mattress Adjustable Bed
Caravan Insurance
Advise Veterinarian
Air Conditioning Home Part
Chronic Low Back Pain
Bad Credit Home Loan Mobile Mortgage
Home Health Care
Sub Contractor Agreement
Breast Cancer
1st Banker Mortgage Republic
Billion Dollar First Lawyer Settlement Win
Afford Can I Mortgage

Vale

December 27, 2006 at 11:03 PM  
Anonymous Anonymous said...

Sawubona

It's bad girl!

O genki desu ka?

Car Insurance Los Angeles
Capstone Insurance
Attorney Criminal Defense Tucson
Pre Finished Wood Flooring
Afford Mortgage
Car Insurance Fort Worth
Cosmetic
Car Question Repair
Basement Remodeling Price
Agent Estate Orangeburg Real
Allied Concrete
Ascertained Construction Contract Damages Liquidated

Do videnia

January 2, 2007 at 5:50 PM  
Anonymous Anonymous said...

We are thinking
***
Hwo fy diezh vy?

Car Insurance Los Angeles Bad Credit Re Mortgage Uk
Clawfoot Bath Tub Company New York How To Treat A Lower Back Pain Bad Credit Mortgage Loan Lender Air Conditioning Cooling Refrigeration
====








Analytic Google Training
Massachusetts Adoption Agency
Lower Back Pain Exercise
Burberry Bag
Major Car Insurance Company
Accelerated Physical Therapy
Attorney Criminal Defense Seattle
Macon Georgia Real Estate
U Haul Moving Company
Address Sign
General Contractor Chicago
South Carolina Product Liability Attorney
--------------
Zbohem

January 6, 2007 at 3:06 AM  
Anonymous Anonymous said...

Shumbrat

I'm sorry

Kako ste?
Car Hire Low Back Pain Relief
Calculate Concrete
Used Car Dealer Columbus Ohio
Heating And Air Unit New York Accident Lawyer
Attorney Bankruptcy Miami Aegis Mortgage Houston
Avoid Bankruptcy
Dogledanje

January 8, 2007 at 6:56 PM  
Anonymous Anonymous said...

contact lenses cheap - color contact lenses
http://hometown.aol.com/vizionze/custom-contact-lens.html

February 13, 2007 at 11:45 PM  
Anonymous Anonymous said...

eye glasses accessory : nike eyeglasses
http://megador.110mb.com/buy-eyeglasses.html

February 15, 2007 at 8:23 AM  
Anonymous Anonymous said...

Hi all!


Bye

February 16, 2007 at 6:47 AM  
Anonymous Anonymous said...

free ringtones - free pcs ringtones sanyo sprint
mosquito ringtones

February 17, 2007 at 11:09 PM  
Anonymous Anonymous said...

king size mattress
mattress outlet - queen mattress

February 19, 2007 at 8:15 AM  
Anonymous Anonymous said...

canadian tire
kelly tires - maxxis tires

February 20, 2007 at 7:27 AM  
Anonymous Anonymous said...

free halloween ringtones
free mp3 ringtones

February 21, 2007 at 11:19 AM  
Anonymous Anonymous said...

cellular chocolate phone
cellular one cell phone - cellular phone game - cellular phone ring

February 23, 2007 at 10:25 PM  
Anonymous Anonymous said...

debt consolidation companies
low interest debt consolidation loan

February 25, 2007 at 1:25 AM  
Anonymous Anonymous said...

download free motorola ringtones
free us cellular ringtones

March 2, 2007 at 8:38 AM  
Anonymous Anonymous said...

100 free ringtones
free funny voice ringtones - free lg ringtones - free phone ringtones

March 3, 2007 at 10:30 AM  
Anonymous Anonymous said...

florida home loan

March 10, 2007 at 2:24 PM  
Anonymous Anonymous said...

order tramadol online and
tramadol apap - tramadol used for.

March 11, 2007 at 10:28 AM  
Anonymous Anonymous said...

http://www.adquity.com
Classifieds for our community. Buy, sell, trade, date, events... post anything. Adquity Classifieds.

http://www.adquity.com

March 13, 2007 at 2:04 AM  
Anonymous Anonymous said...

replica rolex cheap
rolex fake watch - swiss rolex replica

March 14, 2007 at 8:05 PM  
Anonymous Anonymous said...

new york jets photo

March 16, 2007 at 6:47 AM  
Anonymous Anonymous said...

airline cheap europe tickets
airline cheap tickets very - cheap student airline tickets

March 17, 2007 at 7:57 AM  
Anonymous Anonymous said...

southwest airline com
southwest airline special

March 18, 2007 at 9:37 PM  
Anonymous Anonymous said...

http://www.adquity.com

Classifieds for our community. Buy, sell, trade, date, events... post anything. Adquity Classifieds.

http://www.adquity.com

March 19, 2007 at 4:34 PM  
Anonymous Anonymous said...

home massachusetts modular sales

March 20, 2007 at 3:17 AM  
Anonymous Anonymous said...

http://www.adquity.com
Classifieds for our community. Buy, sell, trade, date, events... post anything. Adquity Classifieds.

http://www.adquity.com

March 21, 2007 at 2:01 AM  
Anonymous Anonymous said...

download free alltel ringtones
free boost mobile ringtones | free real music ringtones sprint

March 21, 2007 at 5:09 PM  
Anonymous Anonymous said...

heated mattress pad
mattress toppers - mattresses

March 23, 2007 at 3:45 AM  
Anonymous Anonymous said...

black contact lenses
colors contact lenses

March 24, 2007 at 5:53 AM  
Anonymous Anonymous said...

Asveikas

Kaip Sekxsi?

Free Online Loan Payment Mortgage Calculator, Free Online Loan Payment Mortgage Calculator,
inance-site/index.html >Best Blogspotcom Loan Mortgage Rate Refinance Site
, Best Blogspotcom Loan Mortgage Rate Refinance Site,Calculator Home Mortgage Rate Refinance,
e-rate-refinance/index.html>Calculator Home Mortgage Rate Refinance
,Calculator Home Loan Mortg
age Rate Uk
, Calculator Home Loan Mortgage Rate Uk,
Carisoprodol, Carisoprodol,Online Casino Poker, Online Casino Poker,Internet Casino Gambling Online, Internet Casino Gambling Online,
===========
Best Groxel007!
H3yl

March 25, 2007 at 12:44 AM  
Anonymous Anonymous said...

free boost ringtones
free real ringtones * free tracfone ringtones

March 27, 2007 at 7:32 PM  
Anonymous Anonymous said...

best price viagra
where to buy viagra

March 29, 2007 at 2:35 PM  
Anonymous Anonymous said...

Nomoskar

Hvern8g Hefur Pu Pad?


http://mortgag.iespana.es/calculator-fha-loan-mortgage-rate/index.html >Calculator Fha Loan Mortgage Rate
, Calculator Fha Loan Mortgage Rate,Refinance Mortgage Rate, Refinance Mortgage Rate,Calculator Home Mortgage Rate Refinance,
e-rate-refinance/index.html>Calculator Home Mortgage Rate Refinance
,
Carisoprodol, Carisoprodol,
dex.html >Order Levitra
, Order Levitra,
===========
Vastomazomnok
Gwertog007!

March 30, 2007 at 2:23 AM  
Anonymous Anonymous said...

american airlines advantage
american airlines phone number

March 31, 2007 at 7:29 AM  
Anonymous Anonymous said...

air continental airlines france
continental airlines phone number

March 31, 2007 at 8:10 AM  
Anonymous Anonymous said...

zappos shoes
womens shoes

April 2, 2007 at 3:18 PM  
Anonymous Anonymous said...

cialis and levitra
viagra cialis levitra

April 3, 2007 at 6:32 AM  
Anonymous Anonymous said...

aig auto insurance
auto insurance qoutes | progressive auto insurance

April 6, 2007 at 5:41 PM  
Anonymous Anonymous said...

final fantasy ringtones
free kyocera ringtones | free music ringtones

April 8, 2007 at 1:44 AM  
Anonymous Anonymous said...

#file=C:\DZ\СТИХИ\hrum\full\Projects\privet.txt
Calculator Loan Mortgage Payment Rate, Calculator Loan Mortgage Payment Rate,Creditscoreimprovementguide.com Mortgage Refinance, Creditscoreimprovementguide.com Mortgage Refinance,Application Mortgage Refinance, Application Mortgage Refinance,
Casino Slot, Casino Slot,New Online Casino, New Online Casino,
===========
#file=C:\DZ\СТИХИ\hrum\full\Projects\poka.txt Gwertog007!

April 10, 2007 at 7:56 PM  
Anonymous Anonymous said...

#file=C:\DZ\СТИХИ\hrum\full\Projects\privet.txt
Interest Lowest Mortgage Rate Refinance, Interest Lowest Mortgage Rate Refinance,
inance-site/index.html >Best Blogspotcom Loan Mortgage Rate Refinance Site
, Best Blogspotcom Loan Mortgage Rate Refinance Site,Kingdom Lowest Mortgage Rate Refinance United, Kingdom Lowest Mortgage Rate Refinance United,
Online Casino Gambling, Online Casino Gambling,Purchase Cialis,
Purchase Cialis,
===========
#file=C:\DZ\СТИХИ\hrum\full\Projects\poka.txt
Gertfoeg007!
superstruggle.info
mortgag.iespana.es

April 12, 2007 at 12:01 PM  
Anonymous Anonymous said...

airplane cheap tickets ~ cheap air flight tickets
cheap tickets to london

April 13, 2007 at 9:59 AM  
Anonymous Anonymous said...

free arabic ringtones
free phone ringtones

April 16, 2007 at 11:05 PM  
Anonymous Anonymous said...

dianabol
anabolic steroids
steroids for sale
buy steroids
deca
anadrol
winstrol
nolvadex
deca durabolin
clenbuterol
sustanon
anabolic
hcg
hcg injections
equipoise
steroids online
steroid
d-bol
andriol
buy steroids online

December 21, 2007 at 3:45 PM  
Anonymous Anonymous said...

[url=http://firgonbares.net/][img]http://firgonbares.net/img-add/euro2.jpg[/img][/url]
[b]microsoft office 2003 updates, [url=http://firgonbares.net/]windows xp serial number[/url]
[url=http://firgonbares.net/][/url] retail store layout software autocad trial version
autocad 3d tutorials [url=http://firgonbares.net/]discount game software[/url] route sales software
[url=http://firgonbares.net/]selling software with[/url] office 2003 oem software
[url=http://firgonbares.net/]power policies windows xp registry[/url] cheap oem software scam
downloading softwares [url=http://firgonbares.net/]buying and selling software[/b]

November 23, 2009 at 7:42 AM  
Anonymous Anonymous said...

[url=http://sunkomutors.net/][img]http://sunkomutors.net/img-add/euro2.jpg[/img][/url]
[b]software in shops, [url=http://sunkomutors.net/]discount software store[/url]
[url=http://sunkomutors.net/][/url] software installation order retail store software
winzip 12 cracked [url=http://sunkomutors.net/]microsoft office standard edition 2003 product key[/url] buy discount software
[url=http://sunkomutors.net/]software canada review[/url] adobe acrobat distiller 9 closes
[url=http://sunkomutors.net/]adobe creative suite 3 and mac[/url] software with academic discount
office project software [url=http://sunkomutors.net/]cheap software office[/b]

December 4, 2009 at 6:10 AM  
Anonymous Anonymous said...

Hello !.
You re, I guess , probably curious to know how one can collect a huge starting capital .
There is no need to invest much at first. You may begin to receive yields with as small sum of money as 20-100 dollars.

AimTrust is what you need
AimTrust represents an offshore structure with advanced asset management technologies in production and delivery of pipes for oil and gas.

It is based in Panama with offices around the world.
Do you want to become really rich in short time?
That`s your choice That`s what you desire!

I`m happy and lucky, I started to get real money with the help of this company,
and I invite you to do the same. If it gets down to choose a proper companion utilizes your funds in a right way - that`s AimTrust!.
I make 2G daily, and my first deposit was 1 grand only!
It`s easy to get involved , just click this link http://ulabusuhu.virtue.nu/domakaz.html
and lucky you`re! Let`s take our chance together to feel the smell of real money

December 8, 2009 at 3:07 AM  
Anonymous Anonymous said...

[url=http://murudobaros.net/][img]http://murudobaros.net/img-add/euro2.jpg[/img][/url]
[b]did adobe buy macromedia, [url=http://murudobaros.net/]student discounts on adobe software[/url]
[url=http://murudobaros.net/]buy photoshop program[/url] software discounts for educators serial microsoft office 2007 enterprise
how to play dos games under windows xp [url=http://murudobaros.net/]buy macromedia flash player[/url] latest downloadable software
[url=http://murudobaros.net/]we buy software[/url] computer software price comparison
[url=http://murudobaros.net/]macromedia flash 5 software[/url] filemaker pro 10 advanced
and software stores [url=http://murudobaros.net/]downloadable music software[/b]

December 12, 2009 at 10:18 AM  
Anonymous Anonymous said...

I have been looking for a good book to help me with my diet. In the end I googled it and found this site http://www.hungryforweightloss.com.

They are giving away a free ebook called "365 tips for healthy living". I didn't expect it to be any good because it's free but it's actually brilliant so I thought i'd share it here :)

February 9, 2010 at 8:53 AM  
Anonymous Anonymous said...

go where to buy valium in australia - effects of valium for anxiety

May 5, 2013 at 7:37 PM  
Anonymous Anonymous said...

Your сurrent post has eѕtablished nеcessarу to uѕ.

It’s extremely helpful anԁ уou really are obviouѕly really knowlеdgeablе
of this typе. You have got expοsed οur еуe to dіfferеnt opinіon of thіs
kind of mattеr using intriguing anԁ reliable artiсles.


mу web site; buy ambien

May 15, 2013 at 4:15 PM  
Anonymous Anonymous said...

Hеllo friends, how is the ωhοle thing, and ωhat you would lіke to say concerning
thіѕ post, in my viеw its in fact amаzing in support
of mе.

Also vіsit my blog ... lloyd irvin

May 19, 2013 at 9:37 AM  

Post a Comment

<< Home