Pontiac Casts Youthful Net For Vibe - online promotion - Brief Article

Brandweek, May 14, 2001 by Karl Greenberg

Attempting to build buzz among its Net-savvy target demographic, Pontiac will pre-launch its Vibe sport wagon with a Web-based sweepstakes dangling vacation trips.

The "What Color is your Vibe?" program, via Digitas, Boston, offers prizes winning name that is proposed for one of the car's eight production colors. Prizes include trips to Paris, Hollywood and six other locales.

Banner ads on youth-oriented sites will direct users to the site, www.pontiac.com/colormyvibe. The site launches June 5 and the sweeps will run through August.

Gregg Sedewitz, Vibe assistant brand manager, said the promotion plays on the demo's penchant for self-expression. "The idea for us is that we are giving our target a chance to become part of the Vibe," he said, "Personalization and creativity are essential to youth marketing."

Net-focused tactics are becoming a well-worn tool for automakers. Volvo launched its 540 Sedan and V40 Wagon via the Web last fall and Saturn is hyping its VUE SUV with e-mail. Both followed Volkswagen's move last year to offer its New Beetle with the Vapor paint job only to online customers, essentially making the car a symbol of empowerment.

Consistent with a push to find new and cheaper marketing channels targeting younger buyers, the sweeps will also be tied to Pontiac's sponsorship of the 2001 Warped Tour alt-music festival hitting 45 cities and the ESPN-sponsored X-Games.

The Vibe will compete with the upcoming Suzuki SX, and Toyota's 2002 Matrix. Mass media marketing for the vehicle starts next year, per a company rep.