Forget TV spots, magazine ads and other traditional forms of advertising. General Motors has become so enchanted with the World Wide Web that the automaker is trying an Internet-only promotion for its Buick Riviera.
Created by Buick national agency McCann-Erickson in Troy, Mich., "The Road to Hope" sweepstakes Web site encourages surfers to enter a contest for a limited-edition Riviera, customized by fashion designer Richard Tyler, said Buick spokesman John Wray.
The promotion is part of GM's Concept:Cure effort to raise funds for breast cancer research. Participants are invited to make a donation to breast cancer research and receive a compact disc in return for a minimum contribution.
This is the first time GM has taken donations via the Internet. The Web site, located at www.homearts.com, was developed through a partnership with the Home/Arts network.