Drawing American adults’ attention to new automobile nameplates is increasingly costly and challenging. Pontiac sought to launch its G6 nameplate in a high risk, high reward, and “catch fire” manner. The result was not only instant adult G6 name recognition, but a reinvigorating shot of adrenaline for the Pontiac brand.

In two weeks, achieved nearly universal adult G6 awareness at 87%, a 600% increase to Pontiac.com, highest Google.com click-thru rate ever (17%), and dealer enthusiasm: “Customers ask for the Oprah car and buy it”, “Dealerships sold out”, “Best promotion ever in driving traffic to dealerships.” Total estimated PR value: $100MM.

Traditional product launch media approaches increasingly do not engage America’s adults in a world filled with technology to block messages, fragmented audiences, and hundreds of automotive competitors, each trying to shout their messages louder and more frequently than the next. Pontiac engineered a programme that would create its own awareness-building echoes by partnering with Oprah in the giveaway of 276 G6 vehicles to every audience member on Oprah’s “Wildest Dreams Come True” season opener.

The communications plan capitalised on the anticipated word-of-mouth phenomenon that would result from Pontiac’s unprecedented, multi-million dollar giveaway to ensure that America’s adults would know the G6 name as a result of the effort. Beyond the emotional 25-minute G6-focused in-show segment, the communications plan included a paid online search strategy driving Pontiac click-thru for G6 Dream Giveaway searchers, Oprah programme video content embedded in the Pontiac.com website, and a thorough PR plan across all media.

Oprah Winfrey is arguably America’s most influential woman – not just with women who dominate her TV and magazine base, but with all adults. Oprah recommendations have created everything from best-selling novels to empty new product shelves. Donald Trump said, “There’s nobody who is more respected, or has more influence, than Oprah.” An Apple Computer executive commented: “After being featured (on Oprah), Apple’s iPod totally sold out. It sent shockwaves.” Pontiac leveraged Oprah’s one-of-a-kind power as the perfect launch pad for introducing America’s adults to the new Pontiac G6 in a manner that generated instant, high impact “talk waves” across America.