Objective:
• Promote Pontiac’s new G6 Convertible and engage young Hispanic consumers with the Pontiac brand


Solution:
Capitalized on the popularity and youth appeal of TeleFutura’s hit reality talent competition Objetivo Fama. Utilized groundbreaking cross-platform tie-ins and promotion efforts to encourage user participation and drive awareness of Pontiac G6 Convertible

• Created a user-generated video contest centered around Objetivo Fama

• On-air call-to-action for user-generated videos. Users submitted their own video renditions of songs performed on the show to Univision.com

• Grand prize: a G6 Convertible and a guaranteed 1st spot audition in Objetivo Fama 2008 in local marketplace

• Produced the 1st ever Objetivo Fama confession booth, exclusive to Univision.com, featuring video entirely branded with the Pontiac logo

• Pontiac flash introduction and sponsorship logo throughout the Objetivo Fama mini-site



Impact:
• Generated a successful number of user-generated videos, views and votes.

• Final video winner, Vanelis, won a brand new Pontiac G6 Convertible along with a spot to be the #1 contestant during the Objetivo Fama2008 auditions in her local market of Orlando, Florida.

• Additional $10,000 winner selected randomly from the video voters.