Surf’s Up: GM Loves The Web

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, was developed through a partnership with the Home/Arts network.
-Tanya Gazdik