Mccann, O&M Join For WNBA

General Motors’ Buick division is joining with Sears Roebuck & Co. and the Women’s National Basketball Association for a national sweepstakes promotion supported by national
TV advertising.
Between June 21 and July 1, more than 830 Sears stores nationwide will ask customers to guess the number of WNBA basketballs that can fit inside a 1998 Buick Regal GS. Entrants who guess correctly will be entered into a random drawing, from which 10 winners will receive a Buick Regal GS. One grand prize winner will have their car personally delivered to their home by Cynthia Cooper, the WNBA’s 1997 Most Valuable Player.
This marks the second year the Regal is the official car of the WNBA, said Pat Heffernan, Regal group account director at McCann-Erickson Worldwide, Troy, Mich., Buick’s national agency. GM has a three-year contract with the WNBA with an option to renew.
Cooper will be featured in a national TV spot promoting the program. Ogilvy & Mather, Chicago, which handles Sears’ event programs, including its WNBA sponsorship, is creating the spot. Both the ad and a Sunday Sears newspaper insert will feature the Buick Regal.
McCann will work with O&M in developing the TV spot, “reviewing boards to make sure it works from a Regal point of view,” Heffernan said.
O&M’s New York office handles corporate advertising for GM competitor Ford Motor Co. O&M officials were not available for comment on the Sears/Buick promotion.
Additionally, McCann is creating new national TV spots for the Regal to air during WNBA games, along with a print campaign, direct mail campaign, in-arena signage and program ads. McCann is also working with Buick dealers on regional programs tied to the WNBA, Heffernan said.
Momentum IMC, the event/promotions arm of McCann, continues to play a key role in coordinating McCann’s relationship with the WNBA, Heffernan said.
–with Aaron Baar