Monday, January 30, 2006

Mazda Pulls Web-Search 'Switcheroo' With Pontiac

Sharon Silke Carty writes in USA Today:

General Motors' marketing idea looks so hip and so cool: Instead of directing people to their local dealerships for more information at the end of TV commercials, they tell consumers to "Google Pontiac."

Which is great, except Mazda bought the words "Pontiac" and "Pontiac Solstice" as search-engine terms in its advertising efforts around the launch of the redesigned Mazda MX-5 two-seater sports car. So in addition to providing Pontiac ads, a Google search for Pontiac also provides ads that compare MX-5, also known as Miata, with the all-new Solstice.

Mazda says it was hoping to attract the attention of younger buyers who may have been considering Pontiac's brand-new two-seater, a direct rival to MX-5. Both Solstice and the redesigned MX-5 went on sale in August.


Post a Comment

<< Home