Cannes Lions

PONTIAC

GM PLANWORKS, Detroit / GENERAL MOTORS / 2007

Presentation Image

Overview

Entries

Credits

Overview

Execution

Leveraging videogame College Hoops 2K6 (CH2K6), PVNF4 extended Pontiac’s real-life NCAA sponsorship and allowed players to compete in actual NCAA tournament match-ups via internet-connected videogame consoles. PVNF4 let fans “live the tournament” with its unique hybrid of gaming, brackets, and fantasy sports. Top players competed in front of a live audience and celebrity emcees, onsite at the 2006 NCAA Championship Rounds venue.

Broadcast, internet, print, radio and sports platform integrations were also utilized in PVNF4.

Outcome

PVNF4 predicted 70% of real-life NCAA tournament upsets. Participant data revealed that 98% would play 2007’s PVNF4, and nearly 50% “feel better” about Pontiac. Additionally, almost half told at least four friends about it. The average player spent 32 hours with CH2K6, exposing them to 26 Pontiac Game Changing Performances.

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