Praktijkvoorbeeld Media Innovatie: Oprah & Pontiac
Oprah Winfrey deelt 276 Pontiacs uit aan haar publiek
http://money.cnn.com/2004/09/13/news/newsmakers/oprah/
Heeft het gewerkt?
http://www.aurorawdc.com/ci/000202.html
Web sites operated by Pontiac and Oprah have reaped the benefits of the giveaway with a “massive” increase in website traffic. Web searches for “Oprah” and/or “Pontiac” increased 1000%. Visits to both websites peaked on Tuesday, with the Oprah website seeing an increase of 864% (over 600,000 visitors) and the Pontiac website seeing an increase of 636% (over 140,000 visitors). Visits from the workplace jumped for both sites, with Oprah’s site seeing 60% of its visits from people at work (it usually gets 50%) and Pontiac getting 70% (up from 50%).
According to comScore Networks, visits to Pontiac.com increased by 322 percent over the average of the previous four days with about 85,000 logging on to the site that day. Tuesday was even better when around 141,000 visitors browsed Pontiac.com that day, an increase of 636 percent. Visitors dropped in the following days but were still well above pre-stunt averages, at 76,000 on Wednesday, 74,000 on Thursday and 69,000 on Friday. The previous Friday, the site had drawn 33,000 visitors.
The Pontiac stunt illustrates the lengths innovative marketers will go to in order to break through the ad clutter, and nowhere is the competition to do more intense than among domestic automakers.
The estimated value of the 276 new Pontiac G6s given away on Monday’s “Oprah” is $7.7 million. GM retails the cars for $28,000 each and says the expense of the donation was the equivalent of 50 ads on primetime television. A 30-second ad on Oprah typically costs about $75,000.
The promotion was also the best free publicity “Oprah” could ask for, icing on the cake after posting the highest rating for a season premiere since 1996. The episode earned a 10.1 national rating and also helped boost traffic to Oprah.com as well. That Monday, Oprah.com attracted 346,000 visitors, 551 percent higher than the average of the previous four corresponding days. Tuesday was even better for the site, with 634,000 visitors logging on. Traffic then eased but remained well above pre-giveaway levels, dropping to 290,000 on Wednesday, 244,000 on Thursday and 201,000 on Friday. That was still 259 percent higher than the day before the Pontiac giveaway, when the site attracted 56,000 visitors.
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