Pontiac is expanding its relationship with music and entertainment retail leader, Virgin Megastores, by teaming up on a co-branded marketing strategy.
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As part of the promotion, Pontiac is launching its first ever in-store merchandise towers in all of the North American Virgin Megastores. In exchange, Virgin Megastores will become Pontiac’s musical experts by licensing at least thirty songs a year for use in Pontiac commercials and online promotions.
The rollout of the ‘Pontiac Towers’ in all of the US Virgin Megastores will begin in early December, which will include key markets such as Chicago, Los Angeles and New York City. The 8-feet tall Pontiac Towers, created by Leo Burnett Detroit and Virgin Megastores, will feature items such as the Pontiac sponsored Virgin Recommends CDs, CDs from emerging artists previously featured in Pontiac advertising, Pontiac branded merchandise and interactive LCD TV screens where customers can view Pontiac Garage concert performances.
In addition to the Virgin Megastore retail presence, Pontiac says it will also continue utilising Virgin’s deep and diverse knowledge of emerging new artists and music search capabilities to find the best music for future Pontiac marketing venues including TV spots, Pontiac Garage performances and more. To date, Virgin Megastores have licensed music for Pontiac by
several key musicians including: Kinky, Robi Draco Rosa, OK Go, POD, Wolfmother, Kasabian, Jet, Dandy Warhols, Hawthorne Heights, All American Rejects, M83, Deus, Viva Voce, Ringside, The Hives, Paul Revere and the Raiders, Razorlight, Eagles of Death Metal, Muse, Citizen Cope, Mercury Rev, Larocca, Alias and The Teddy Bears.
“Music plays an incredibly important role in getting consumers excited about the Pontiac brand,” said Mark-Hans Richer, marketing director at Pontiac. “I think brands and bands can make each others’ products better, so the goal is to find opportunities that benefit everybody involved. Pontiac’s in-store Virgin presence is just one more way we’re providing a
tangible brand experience that consumers can enjoy.”
“This marketing strategy is a great way for both of our brands to reach out to the same group of consumers,” explains Dee McLaughlin, senior director of marketing, Virgin Entertainment Group, North America. “We’ve had great success working with Pontiac for the past two years on our outside venue opportunities such as the Virgin Mega College Tour and the Pontiac Garage concerts. We’re excited to expand the relationship to include Pontiac merchandise in our stores and Virgin’s voice making a
stronger impact in Pontiac’s advertising campaigns.”
