OLDS AND X-FILES - Oldsmobile's Intrigue intensified its marketing partnership with the film version of 'The X-Files,' the sci-fi TV show that attracts 23 million viewers each week. The main characters, FBI agents Mulder and Scully, drive an Intrigue throughout the movie as they try to foil a government conspiracy. This month, Oldsmobile started running TV, print and Web-site ads that offer two free tickets to the movie to anyone who test-drives an Intrigue. Using direct mail, Oldsmobile also offered six tickets to 1.5 million owners of competitive vehicles if they test-drive an Intrigue. The tag line for the campaign is 'Drive an Intrigue, see the Movie.' The film premieres this Friday, June 19.
PONTIAC-GMC ROAD SHOW - Pontiac-GMC wants to capitalize on its racing program. Last month, a specially painted 18-wheeler began carrying the Pontiac-GMC Racing Road Show to selected dealers in cities on the National Hot Rod Association championship drag-racing tour. The exhibit includes a Pontiac Firebird Trans Am convertible pace car, a WS6 Ram Air Trans Am and a GMC Sonoma Xtreme pickup truck. Dealers will display the Pontiac-GMC product. The show 'is another way for Pontiac-GMC to deliver our marketing messages directly to target buyers,' said Pontiac-GMC General Manager Roy Roberts.
AWD DOUBTERS - Mercedes-Benz of North America Inc. will begin using a '4MATIC' badge on its E-class sedan and wagon models with all-wheel drive. Mercedes said the badging is for customers who need visible proof of four-wheel-drive capability for access to roads restricted to awd vehicles in the winter. The automaker said there is no visible way for 4MATIC owners to tell that their vehicle is equipped with the $2,750 option.
PLYMOUTH WEB ADS - Plymouth has begun running an interactive ad on various Web sites on the Internet. When users click on the ad, they are taken to a Plymouth site where they can build Plymouth models using computer animation. 'People recall 20 percent of what they see, 40 percent of what they see and hear, and 75 percent of what they see, hear and do,' said Sam Ajluni, senior partner at Bozell Worldwide Inc.'s Parallel Creative group, Plymouth's advertising agency. The intent of the ad, which went online last month, is to reinforce Plymouth's brand image of fun and affordability.