YOU GET A CAR! YOU GET A CAR! YOU GET A CAR! YOU GET A CAR!
EVERYBODY GETS A CAR! EVERYBODY GETS A CAR!
We've all heard this familiar phrase a time or two. This
was featured in Oprah Winfrey's 2004 "Ultimate Car Giveaway" episode
where all members of the audience were given keys to a brand new Pontiac G6
during the show. Most people probably just assume Oprah purchased these
vehicles as a generous act for her "Wildest Dreams Come True" season.
However, according to AutoBlog, this act was the sneaky work of GM's PR team.
GM donated countless Pontiac G6s to the show in hopes the
name would get out to the public. Their purpose was to revive sales of the
Pontiac. Mary Henige,
Pontiac's communications director at the time said, "At the time it was
kind of a novel approach, which is why it caught people's attention."
The marketing strategy was a dashing attempt at revival, but could not
receive enough success to smuggle a lasting identity.
So next time you see promotional giveaways on television
shows, consider this: a Public Relations team is working to advocate the
business to boost the sales and reputation of a product. The joy rise is
amusing, but it is not just Oprah giving away free cars.
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Join back next week for additional PR knowledge!
-Grace
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