Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
A Pontiac marketing project in Minnesota reflects Gen eral Motors’ decision to put greater emphasis on regional advertising efforts.
The brand’s local dealer marketing group in Minneapolis and St. Paul wanted to modify the national “Pass it on” campaign to tie in with GM’s sponsorship of the National Hockey League’s Minnesota Wild hockey team.
A casting call was held in December, and four local residents were given the keys to Grand Ams for one weekend. They were filmed as they drove around the area and stopped for a hockey lesson from Brad Bombardir of the Wild.
The footage was turned into a 30-second TV spot that started airing locally on Fox Sports Net last week.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in