Regis & Kelly’s Pontiac Sweeps Gets 2 Million Entries
Some 2 million viewers have entered a sweepstakes so far to win one of 20 sport vans being given away on Live with Regis and Kelly (Jan. 19, Xtra).
General Motors and Buena Vista Studios have partnered to give away at least 20 2005 Pontiac Montana SV6 Sport Vans to viewers who collect clues necessary to enter the sweepstakes. The first car was awarded Jan. 31 and the last will be given away Feb. 25.
Live’s Pontiac Extreme Van-A-Day Giveaway had challenged viewers to collect the clues, one a day the week of January 17, needed to enter the sweepstakes. Consumers entered by mailing a post card to the studio with the answers, or entered online at Liveregisandkelly.com.
Entrants who submitted all five correct clues have the chance to be contacted via phone for their shot at answering a trivia question about a previous show, live on the air.
In addition, the show’s Travel Trivia wheel was transformed into an Extreme Van-A-Day prize wheel, giving contestants a chance for add-ons including XM Satellite Radio service, OnStar “Directions and Connections” service, a maintenance contract, gas for a full year, and a mobile entertainment package of DVDs, music and games. A chance to win an additional SV6 is also on the wheel, and three of the daily prize winners received that premium.
“This is, by far, the biggest giveaway in the history of the show,” said Buena Vista VP-Promotions Jenny Born. “When we heard about the Montana and the attributes, and taking into consideration our viewer and its demographic, it seemed like a perfect fit.”
The brand’s strategy for the sweeps was to tap into the television show’s fan base, said Mary Kubitskey, the national brand manager for Pontiac.
Kubitskey, who was behind the Pontiac giveaway last year on Oprah, noted that the show also kicked in money for the prize winners to pay off the taxes on the vehicles they had won. Pontiac received media scrutiny after people in need were given the cars on Oprah and then had to pay taxes on the vehicles.
“Buena Vista was willing to work with us, and the February sweeps coincided with the contest,” Kubitskey said. “What started as a traditional media buy became a win-win for both parties.”
Kubitskey would not say if Pontiac planned on giving away more autos via television shows, but said it has been the ideal thing to do with a small promotional budget.
“I can say we will lean towards always trying to push the envelope on what’s new and different with our promotions,” Kubitskey said. “But pretty soon more automakers will be trying to do the same thing we’re doing, and we want to stay ahead of the game.”
