Because we wanted to play up Pontiac Vibe’s specific feature; the three prong outlet we decided to partner up with Kat Von D and turn the Vibe into a traveling tattoo shop. Kat drove her Vibe around town inking celebrity clients and people with exceptional stories. It became her ultimate traveling tattoo studio. Each time she tattooed someone, she used her Vibe as a power source for her tattoo machine. She plugged in her machine into the outlet, and we got the whole experience on video.

 

We also created a great media distribution plan which included supporting pieces of the campaign such as a partnership with Maxim Hot 100, TV, print, direct mail, PR tour, even placement on Jimmy Kimmel Live to create the buzz around it. Our ultimate goal was not just to increase awareness of Pontiac Vibe but bring our consumer back to pontiac.com  The integrated campaign had become one of the biggest cross promotions for Pontiac at the time.