Driving Traffic

As part of Pontiac’s “Pass it on” reality advertising campaign, consumers are invited to make a pitch on the automaker’s Web site as to why they should be chosen to win a Pontiac for a week and appear in future commercials.

During the promotion’s first 10 days in mid- October, almost 30,000 consumers applied at Pontiac.com, said a Pontiac representative. Each time one of the already completed TV spots has aired, there has been a significant spike in Web site traffic—in some cases up to 200 percent higher than average levels, the representative claimed.

The campaign, from D’Arcy Masius Benton & Bowles, Troy, Mich., broke in late September. Two spots showed people selected off the street getting the keys to a Pontiac. Two more ads, which broke Oct. 22, show highlights of the winners’ weeklong adventures in a Pontiac, as they visited Atlantic City, Las Vegas and took in a San Francisco Giants baseball game.

The Pontiac Web site is being updated with photos of the “Pass it on” drivers and anecdotes from their adventures. The automaker will put “extended versions” of the TV spots on the Web site in late November.