Pontiac web, multimedia promotion

Challenge:
Pontiac set an objective to build brand loyalty, prospect and generate interest to support the launch of several new models.

Solution:
Developed an integrated campaign, levereging Pontiac's broadcast campaign into new media with the "Pontiac Virtual Test Drive", multimedia CD-ROM, web and floppy disk applications. Consumer response was enormous. During the two year campaign, over 500,000 CD-ROMs were delivered to consumers who requested them via postcard inserts in national magazines. The reponse to the campaign was so strong Pontiac reverse integrated the mutlimedia creative into their broadcast spots.