Pontiac Revs Up March Madness

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Pontiac
Pontiac "March Madness"
Filling out a bracket isn't the only way to experience the NCAA Men's Basketball Tournament, thanks to a fully integrated marketing campaign from Pontiac and Leo Burnett/Detroit. In addition to TV spots, print ads and online banners, Pontiac teamed up with metal band P.O.D. and video game publisher 2K Sports to extend the campaign into the arenas of branded entertainment and online gaming, starting with an exclusive music video for the single "Lights Out" from P.O.D.'s current album Testify. "Once we decided that the 'Lights Out' music would be the bed for all of Pontiac's March Madness creative, it was our assignment to integrate it into as many properties as possible," says Leo Burnett Detroit executive creative director Tor Myhren. Filmed specifically for the March Madness campaign, the video features the Pontiac Solstice and will run on MTV, Fuse and the Pontiac and NCAA websites, as well as being featured as the musical theme of CBS's on-air coverage of the tournament.

On the gaming front, 2K Sports' basketball title College Hoops 2K6 stands at the center of the first-ever Virtual NCAA Final Four, an online video game tournament that's being played side-by-side with the actual event. Players who own the game can complete online until March 28 for a trip to the Final Four in Indianapolis, where they'll battle the other finalists for tickets to the championship game and a fully-equipped Xbox 360.
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