GM says Google Pontiac. Perhaps the first time a major (and I mean really major) marketer has used search marketing so directly in a television campaign. From the MediaPost coverage: Television ads often stimulate Internet search behavior by increasing brand awareness or sparking curiosity, as often demonstrated by Hitwise. But this GM spot was significant because it ended with an unusual call to action: “Don’t take our word for it. Google Pontiac and discover for yourself.” And the ad ended not with a URL or phone number for a local dealer, but an actual Google screenshot with Pontiac typed in.
This is a regional campaign, and certainly demonstrates how Google has become an authority/integrity call to action for marketers. Screenshot here.
Now, when I Google Pontiac, I see two sponsored links up top, both from Pontiac (if I were, say, Toyota, I might just think about bidding that keyword….but I digress). In any case, since many folks have no idea that those blue shaded links are in fact ads, I am sure that they are going to be making Google a lot of money over the course of this campaign. Innaresting.