Pontiac’s interesting take on Consumer Empowerment

Posted on Thursday 26 January 2006

In a local campaign in the US, GM brand Pontiac used a rather unique call to action: “Don’t take our word for it, google pontiac and discover for yourself”. To explain the approach, GM’s head of sales said in BusinessWeek: “We’re touting Google, frankly, because it stands for credibility and consumer empowerment, and we like the association.”

Inviting people to google your brand name can hardly be considered empowering consumers. And in this instance even more so because some sources say that the respective dealers aren’t even running localised ads.