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Advertising Age, October, 2005
1. The deal: General Motors' Pontiac division sponsors a task in `The Apprentice' built around its new Solstice roadster.
The cost: North of $1 million.
Why it worked: The task was simple: have contestants design a brochure for the two-seater that was to hit showrooms that summer. After the show, viewers were given the chance to visit a Pontiac Web site where they could print out a certificate that could be taken to a dealership to order one of the first 1,000 roadsters built.
The result: All 1,000 cars sold in 41 minutes after the April episode-"The Apprentice'' ended up selling 724 more Pontiacs in 41 minutes than Oprah Winfrey gave away in five minutes on her show last year. Of the 212,000 who visited the Pontiac site, 20,000 signed up for...
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