Martin Oetting at Consumer Empowerment found this little gem.
In a local campaign in the US, GM brand Pontiac used a rather unique call to action: “Don’t take our word for it, google pontiac and discover for yourself”. To explain the approach, GM’s head of sales said in BusinessWeek: “We’re touting Google, frankly, because it stands for credibility and consumer empowerment, and we like the association.”Martin says this hardly qualifies as consumer empowerment. I see his point but I think it is at least an acknowledgement of consumer power. And it's certainly another sign of how power is shifting in the world of marketing.
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Comments (2)
I know that commercial but I have also noticecd other commercials that present features in the form of a tag cloud. I find it interesting but I am in no way surprized.
MySpace is now the most visited web site in the world. We are now seeing the generation that grew up with the Internet in full force. Marketers and advertisers will latch on to that.
I don't see it as empowerment but as a "hook". They know a large number of people are already online and it is a way to look at pontiac one more time.
March 25, 2006 14:13 Permalink for comment
It is also a recognition that Google is synonymous with the internet for the layperson, and that using it gives it the sense of endorsement by an independent source. It’s not necessarily the case, of course, but it is useful to those who do not think too deeply about the issue and see two brand names together.
March 26, 2006 10:17 Permalink for comment