Sales promotions tend to be distracting from the brand promise. For instance, a sweeps that awards one winner a trip to Disneyworld may appeal to a brand’s core target, but in most cases it has nothing whatsoever to do with the product or service offering the pie-in-the-sky vacation.
General Motors, with the help of McCann and campaign spokesperson Suze Orman, is taking a different approach. For a limited time consumers who qualify for a low interest, or zero interest loan, can lock the rate in for their next vehicle purchase from GM, provided they buy again within three years.
