[GM] has begun using Google to boost brand affinity through association with the search engine brand.
General Motors launched a new marketing campaign to promote Pontiac vehicles last month. It includes TV spots that drive traffic to ... Google rather than directly to Pontiac.com.
After introducing the 'Pontiac G6' and offering the standard list of features, the TV announcer quips, "But don't take our word for it. Google Pontiac to discover for yourself."
The company's motivation is clear. "We're touting Google, frankly, because it stands for credibility and consumer empowerment, and we like the association," GM sales and marketing head Mark LaNeve has been quoted as saying.
"GM Uses Google to Build Credibility" by Tessa Wegert. Incisive Interactive Marketing
Update: A "hijack" situation occurred recently with Google advertiser Pontiac, which is running a TV campaign urging viewers to "Google 'Pontiac'" for more information. Competitor Mazda capitalized on the traffic by placing its own ads on the "Pontiac" keyword.
By Kevin Newcomb | February 24, 2006. ClickZ News