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General Motors Corp. is using a partnership with Sony Corp. of America to counteract what it calls consumer "media fatigue" and to meet consumers on their turf.

The GM/Sony relationship started with GM's sponsorship of a 3-week-old Sony theater complex in Southfield, Mich. Among other things, the deal gives GM 8 minutes of time on a 90-minute video that plays on large screens in the theater's lobby.

The relationship has spread to two brands. GM's Pontiac division will sponsor Sony's College Jeopardy! online game at, Phil Guarascio, VP-marketing and advertising at GM's North American Operations, announced last week.

Starting this week, consumers can get entry forms at 158 Sony theaters to win an Oldsmobile Intrigue.

"We're going to step up what we call presence marketing," Mr. Guarascio said. Consumers are "bombarded by marketing messages. We're aggressively seeking approaches to connect."

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