Pontiac, Virgin Megastores Team for Promo
Pontiac is joining forces with Virgin Megastores in a new campaign that boosts the automotive brand’s musical ties.
Under the partnership, Pontiac will brand 8-foot-tall merchandise towers in North American Virgin Megastores. In return, the retailer will license at least 30 songs a year for Pontiac to use in its commercials and online promotions.
The towers roll out this month featuring “Virgin Recommends” music from emerging artists featured in Pontiac ads, on its branded merchandise and via interactive LCD screens where customers watch Pontiac Garage, a series of televised outdoor concerts.
Virgin Megastores is promoting the partnership via in-store video and signage.
The effort marks the first time Pontiac has offered in-store merchandise towers with a retailer. The deal runs for one year with the option to renew, Virgin Megastores said.
“Music plays an incredibly important role in getting consumers excited about the Pontiac brand,” Mark-Hans Richer, marketing director at Pontiac, said in a statement. “Pontiac’s in-store Virgin presence is just one more way we’re providing a tangible brand experience that consumers can enjoy.”
The partnership also calls for Pontiac to expand the number of concerts it holds in Virgin Megastores. Last June, to mark the one-year celebration of the Pontiac’s Solstice model, Pontiac Garage set up five stages at Virgin Megastores showcasing emerging artists. Local dealers use the stages as a selling tool to display their vehicles, the company said.
Digitas, New York, handles the content for the kiosks, including concert footage. Jack Morton Worldwide, New York, handles the concerts themselves. Leo Burnett USA, Chcago, created the kiosks and set Pontiac’s deal with Virgin to carry Pontiac merchandise in the kiosks. SPJ Communications, Lake Balboa, CA, handles p.r.
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