FYI 09.13.07

Pontiac Rides With 50 Cent, and MTV Returns With Axe's 'Gamekillers'

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Pontiac continues it ties to music to reach younger audiences in a co-promotion with 50 Cent. To help launch the rapper's new CD, "Curtis," the General Motors Corp. brand is giving away a Pontiac G6 GXP. 50 Cent, aka Curtis Jackson, will deliver the car in person to the winner. The album hits stores this week and 1 million copies include art of the artist with the car. Consumers can go to to enter, said Victor Lee, the VP overseeing channel activation at Pontiac's digital shop, Publicis Groupe's Digitas, Boston and Detroit. The sweepstakes closes Oct. 19.
A web page from Pontiac's car contest that also promotes rapper 50 Cents' new CD.
A web page from Pontiac's car contest that also promotes rapper 50 Cents' new CD.

In addition, Pontiac is hosting 50 Cent's concerts today in each of New York's five boroughs. The artist performed live earlier this week at the Hard Rock Casino in Las Vegas, where the automaker built a special Pontiac Garage stage for the event similar to the stages it has in Manhattan's Times Square and in Los Angeles. Jack Morton, Detroit, handled.

Mr. Lee said GM met the rapper at the Detroit auto show in January and invited him to meet its designers, tour its nearby design center and offer some input as a "special design consultant" to Pontiac and its street edition vehicles. Pontiac declined comment. -- Jean Halliday

As kids go back to school, so do the cable networks. Nickelodeon's TEENIck Back to School Bash kicks off Sept. 16, complete with a branded interstitial for its mobile phone partner, Kajeet. The kid-targeted cellphone and wireless service is sponsoring the TEENick dance contest, and will encourage youngsters to vote via their Kajeet phones or on for their favorite dance moves. Based in Bethesda, Md., Kajeet rolled out phones in 500 Best Buy stores last May, with an additional run in Limited Too Stores. The phone's wireless provider is Sprint via its Nationwide Sprint PCS Network. -- Andrew Hampp

In other Viacom cable news, MTV and Axe are reteaming to make their 2006 one-off dating special "The Gamekillers" a full-fledged series. The show was developed by the Unilever deodorant brand and its agency, Bartle Bogle Hegarty, to target 14- to 35-year-olds, with a focus on young men. In each episode, male contestants must compete to see who can make the right moves on a series of potential dates, played by actresses. The winner gets his name on the "Ancient Axe Gamekillers Chalice." The first season premieres Sept. 21 on MTV. -- A.H.
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