September 12, 2002
Pontiac Vibe "Summer Sound Off" Campaign Winner Announced
DETROIT - Today, Pontiac Vibe's "Summer Sound Off" campaign comes to an end as Carbon Leaf, the Virginia based band is selected as the winner. More than 2,400 songs were submitted by unsigned music artists and bands during the summer long promotion.
The campaign was designed to help position the Pontiac Vibe as the youthful vehicle of choice through a cooperative relationship with MP3.com, (one of the largest online music file sharing communities) and leading radio stations in key markets. The nationwide campaign has "discovered" emerging talent by giving unsigned music artists and bands a chance to submit an original track to be used in a nationwide Pontiac Vibe commercial.
"Summer Sound Off represented a very focused marketing approach, leveraging the music corridor as a means to reach out to and engage our target buyer," said Linda Pesonen, Pontiac Vibe Marketing Director. "Using the web as the building block has allowed us to interact with buyers in a way that's customer-focused, relevant and fun. We were overwhelmed by their response to participate in the contest either by submitting music or voting for their favorite band," she added.
The campaign kicked off on May 28, with the website remaining active until the end of December. In partnership with MP3.com and various media initiatives in major metropolitan markets, the effort consisted of two components:
- Online -- Musicians across the country submitted digital files containing original music for potential use in a Vibe commercial, and each week, website visitors listened to and voted on their favorites. Links were available from select radio station websites, rollingstone.com, yahoo.com, artistdirect.com and lycos.com to drive visitors to the Summer Sound Off site ( www.vibesummersoundoff.com).
- Music submissions were narrowed down to 5 tracks per week, over two 4-week intervals with the winners from each phase in the final round of voting. Visitors voted on the winning tracks beginning June 28 through September 10 after electing finalists in the preceding weeks.
- Radio -- Ten major markets (Atlanta, Charlotte, Chicago, Detroit, Houston, New York, Philadelphia, San Francisco, Seattle, and St. Louis) were involved. Radio personalities drove Vibes throughout the campaign. There were many local promotions and on-air endorsements, along with festivals and concerts to promote the Summer Sound Off.
The winner, Carbon Leaf receives $20,000, in addition to the having their song featured in a Pontiac Vibe commercial later this year. Voters were entered into a sweepstakes with a chance to win prizes that are as unique as Vibe itself. The two winners will be selected at random and has a choice between a trip for two to the concert of their choice or admission to a Hollywood movie premiere. Voters received an additional chance to win by e-mailing the contest information to a friend.
"We engaged future car buyers in an interactive environment that supports Vibe's brand characteristics of individuality, self-expression and personalization," said Pesonen. "The Vibe target buyer had the opportunity to affect how we went to market which has been a consistent theme throughout our launch."
Pontiac is a division of General Motors Corporation. The division markets the Vibe, Sunfire, Grand Am, Grand Prix, Aztek, Montana and Bonneville. Pontiac has the youngest buyers in General Motors and among the youngest in the industry.
General Motors (NYSE: GM), the world's largest vehicle manufacturer, designs, builds and markets cars and trucks worldwide, and has been the global automotive sales leader since 1931. More information on GM can be found at www.gm.com.
Kelly Wysocki, Pontiac-GMC Communications