Pontiac (m-Qube, Inc.)

m-Qube & Pontiac

Objective:
To drive awareness of the G6 and its cutting edge technology

Solution:
There's a reason that the car Oprah Winfrey gave away to her stunned audience members in the fall of 2004 was a G6. The sport sedan is critical to General Motors initiative to revitalize its passenger car offerings. Aimed at a target audience ranging from 24 to 45 year olds, General Motors recognized the need to build a powerful buzz-generating mobile marketing program to connect the G6 with hip mobile trendsetters.

To generate buzz among car aficionado’s and camera phone enthusiasts, m-Qube helped Digitas, the agency of record, conceive and execute a cross-carrier picture messaging program. Consumers had the opportunity to snap a photo of a G6 for a chance to win $1 million, both using their phone or a digital camera, and then send it in via their phone or personal computer. A free ringtone of the Clash's “Should I Stay or Should I Go” was offered to everyone who entered via camera phone through a download on a web site. Consumers learned about the promotion through prime time TV spots, and Print advertising (including publications such as People and InStyle), and radio advertisements aired during morning drive time on popular stations nationwide. The mobile program created a new and engaging communications channel for Pontiac.

Results:
In addition to significantly lifting traffic to the G6 web site, Pontiac expanded its visibility among demographically attractive mobile phone users. With this unique mobile marketing program under their belt, Digitas and Pontiac are planning additional mobile programs to increase brand visibility and drive sales.