PROMOTION IS KEY FOR OLDSMOBILE'S LAUNCH OF INTRIGUE: 'BUZZ TACTICS' RANGE FROM TV TO MOVIE TIE-INS

By Published on .

General Motors Corp.'s Oldsmobile Division is giving its Intrigue sedan a major promotional splash as part of the car's $30 million launch.

Frankel & Co., Chicago, which won Olds' promotional marketing account in March, is handling the so-called "buzz tactic" programs.

Bob Schaffer, Olds national merchandising manager, said the carmaker and Frankel were negotiating last week with ABC for participation in its fall-season promotion. He declined to give specifics, saying the deal hasn't been inked.

Also, they were trying to hammer out an Intrigue product placement and promotion deal tied to Twentieth Century Fox Film Corp.'s "X-Files" movie, now filming and due out next summer.

NAT'L TV ADS START IN JULY

Frankel is trying to "generate anticipation, build awareness and create a buzz" for the new sedan, said Linda Robak, the agency's account supervisor on Intrigue. Cars are now being shipped to dealers, with national TV ads starting in late July (AA, June 23).

Thanks to GM's recent relationship with Sony Corp. of America, Olds kicks off a "Whose Intrigue?" sweepstakes at Sony-owned movie theaters July 1, running through July 31 (see story above). Consumers who answer "Olds" as the manufacturer of the sedan can win one of three Intrigues.

The theaters will run an 80-second promotional spot for the sweepstakes before the feature film. Frankel worked with Olds' national ad agency, Leo Burnett USA, Chicago, to create the spot.

Frankel also created "Compliments of Intrigue," which starts July 7 in 10 markets. Models will be at locations frequented by the sedan's target consumers to offer cups of coffee from Starbucks Coffee Co.

The models will hand customers a postcard with the car on one side; the other side has an 800-number for more information and the words "Compliments of Intrigue."

IMAGES ON BUILDINGS

Six markets will get outdoor boards showing actual, full-size Intrigues and the 800-number. Technique Mirage will project huge Intrigue images onto buildings for three days in 16 markets every evening into early morning from Thursdays to Saturdays. That program started June 26 in New York, Atlanta and Cincinnati.

Frankel is still hammering out details with a single radio station in each market to trade airtime for a new car the station can give away in its own

In this article:
Most Popular