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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.,
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