The Solstice takes a spread in the laddie book's "Hot 100" June issue, but it also will get exposure on national broadcast and cable TV networks, the Internet, mobile phones and at a red-carpet event in Manhattan May 17.
Second collaboration for GM and 'Maxim'
Mark-Hans Richer, marketing director of Pontiac, called the deal the result of a collaborative effort with Dennis Publishing to "think beyond the printed page." Pontiac first met Maxim in 2005, when it bought ads in that year's "Hot 100" issue and did a co-branded online promotion.
Because Pontiac already had a relationship with ABC's Jimmy Kimmel, the automaker and Maxim approached the broadcast network and the late-night host about a tie-in. Mr. Kimmel's May 17 show will focus on the "Hot 100" issue. Christina Milian will perform live on the broadcast.
Kelly Carlson, a star of FX "Nip-Tuck" and a "Hot 100," will host the magazine's awards show May 30 on VH1. Ms. Carlson will also appear in Pontiac Solstice commercials during the VH1 broadcast to introduce an online sweepstakes for a chance to win the car. Mr. Richer said those executions look more like the awards program than advertising. "It's going to be very organic."
Dedicated Web site
Ms. Carlson will direct viewers to a Web site (www.theultimatehookup.com), which will be co-promoted by Pontiac and Maxim. Entrants only have to send in their contact information, because, Mr. Richer said, "the more complex something is, you get less involvement." Ms. Carlson will deliver the car to the winner, who will also get trips to a trio of Maxim events, including its Super Bowl Party. The sweepstakes will run through June.
Visitors to the site will be able to download free, customized wallpaper of Ms. Carlson with the Solstice for their computers or mobile devices. A free special ringtone will also be available to download.
Peter Jaysen, head of Dennis Publishing's Moving Pictures film and TV arm, worked with Pontiac's agencies -- Digitas for online, General Motors Planworks for media buying, and Leo Burnett on creative. "We've created a platform that allows Pontiac to invite new owners into the family and learn about the Solstice."