Pontiac Finds Innovative Way To Market Cars On MySpace

Pontiac has found a way to combine social networking and an incentive program to drive sales of its G5.
The program is called Friends with Benefits, and has its own MySpace page. The idea is this: buy a G5, register your purchase on the MySpace page and receive a Friends with Benefits debit card. The more people that do this, the more the debit card increases in value (up to $1000 by year’s end).
If you don’t buy a new car, you can still get the Friends with Benefits debit card and use it for music downloads and VIP access to concerts and sporting events.
Mark-Hans Richer, Pontiac’s Director of Marketing told an audience at Hollywood + Vine last week, “If we aren’t conducting radical experiments, trying new ways to engage our targets and adding value to them, then we’re not doing our jobs.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.