Another Great Pontiac Marketing Idea

The US is definitely behind the 8-ball when it comes to use of mobile phone technology, but a new campaign for Pontiac's new G6 sedan is perfectly timed, in my opinion.

I spoke about the G6 promotion with Oprah Winfrey here a few months ago, and complimented the program up and down. What I saw last night is just a clever and groundbreaking (at least for the United States).

I saw a commercial last night for the new Pontiac G6 "Catch a G6" viral/mobile campaign. Simple, but very clever campaign using the camera on most people's (at least in the G6 demographic) mobile phones. (I must admit, it's one of those "why didn't I think of that" ideas).

Basically, if you photograph a Pontiac G6 on the street with your cameraphone, send it into Pontiac (at the number/email provided), you are submitted into a drawing for $1 million, as well as a few G6 cars that they'll give away. Simple. Elegant. Great. Here's why:

• It gets people specifically looking for G6s on the road (a dream of auto manufacturers);
• It creates a database of potential GM buyers (and their cell phone/cell email numbers;
• It's viral buzz-worthy (people are talking about it);
• The site also features a G6 ringtone for your phone (I bet it sounds like the G6 exhaust);
• It speaks to the demographic of the potential G6 buyer, speaking to them with a marketing campaign that they see as "clever" and "sophisticated." People who likely aren't interested in a G6 won't "get it," but Pontiac could care less.

This is one of the most simple SMS-oriented promotions I've seen here in the US. And I bet it will be effective.

Visit the Pontiac promotion site here.

-aB