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REPORT: Saab, USA snag 500,000 players with Burn Notice online game
GM has been heavy in the entertainment sponsorship game, with a variety of scripted programs, award shows, and movies at some point being tied to GM product. Bumblebee has undoubtedly paid dividends for the new Camaro, and now the spy drama "Burn Notice," on USA Network, has done something of the same for Saab.
An online game called "Covert Ops" was created that mirrored the show's plot line, featuring the main character, Michael Westen, driving around Miami in a Saab 9-3 droptop. Over the course of eight weeks, the game got more and more popular, with a final tally of 50,000 registered users and 500,000 unique visitors having tooled around in the virtual car by the time it was all was said done.
With those kinds of numbers, that means Saab was exposed to nearly 25 times the number of people who actually bought Saabs all of last year. GM hasn't said whether it will continue Saab promotion on the show, but for the moment you can still get your game on.
[Source: Ad Age]
Reader Comments (Page 1 of 2)
ack154 11:18AM (3/21/2009)
I was there to enter the contest... didn't give two craps about the car.
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superman211 8:30PM (3/21/2009)
Who does?
Zach 11:43AM (3/21/2009)
I miss the Caddy that Mike's friend used to drive around in.
Course the real car star has to be the charger!
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Franz 12:23PM (3/21/2009)
Yeah, I love that car. The show's not bad either... I find it very entertaining most times.
the vegas style guy 12:08PM (3/21/2009)
Someone in GMs mktg dept deserves a bonus ( shut up with the my tax money b.s.). This along with those Transporter movies are a great way to get the word out about GM products. whether or not anyone buys is not the mktg dept. job, that's up to sales, but, it gives the sales team a leg up.
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Tim 1:06PM (3/21/2009)
Mrkt Dept bonus? Newsflash GM is bankrupt, Saab is bankrupt. Tax money b.s? Why don't you donate money to GM it will get their faster.
carcomptoy 1:43PM (3/21/2009)
Clearly marketing has done its job considering GM's sponsored the Transformer movies and not Transporter franchise, as that has the Audi A8/S8).
the vegas style guy 3:37PM (3/21/2009)
TIM: You obviously have no idea how business works. In order for us to get our tax dollars back GM must sell cars. The only way to do that is to come up with good ideas to promote the brand. Therefore these people deserve a bonus for a job well done.
If you don't get that then maybe you shouldn't make crappy, bitter comments.
PJ 3:53PM (3/21/2009)
I just wonder why GM thought the 9-3 was the best use of this product-placement spot and its associated costs. The writing's been on the wall for Saab since the beginning of this decade (this from a vintage Saab fan)... you'd think they would take the opportunity to build up an already-strong brand like the CTS, Solstice/Sky, etc.
superman211 8:31PM (3/21/2009)
BOO GM will file CH11. No bonuses for them. Anyone. Screw Oberto and his presidency too. He's a Fail.
the vegas style guy 10:00PM (3/21/2009)
"BOO GM will file CH11. No bonuses for them. Anyone. Screw Oberto and his presidency too. He's a Fail."
I think you're confusing a company with it's mktg arm or outside mktg supplier. They have NOTHING to do with the state of GM or any company. Their entire job is to get people interested in a product. It's that simple. The mktg dept at GM have done a great job on Camaro (how long have we been hearing about this damn car!?) and someone was thinking outside the box to place a total secret of a car in a venue where a group of people who weren't aware of it now are.
As far as your puerile assesment of our President, we have a phrase amongst my friends for bitter complainers like you: "Poor Bitch".
Tim 1:06PM (3/21/2009)
"Bumblebee has undoubtedly paid dividends for the new Camaro"
Wow considering its barely for sale and GM has not even recouped its investment how could it already pay dividends? Learn something new everyday...
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Brent 1:40PM (3/21/2009)
Publicity dividends?
Jake B 2:52PM (3/21/2009)
He is actually robbing banks and giving the money to GM. RoboRobbery.
Jared 3:53PM (3/21/2009)
The problem is, of course, that many Saab fans hate TV series like Burn Notice. The whole leftie, intellectual, college professor types wouldn't be caught dead watching Burn Notice. The GM ad people clearly don't understand the Saab brand.
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the vegas style guy 3:59PM (3/21/2009)
I don't disagree with your assesment of the typical SAAB buyer, however, if SAAB is going to sell cars , it will need to attract a new buyer.
My congrats to the mktg dept stand. I can't grasp why anyone would bitch about product placement. Without them (and auto shows, game show giveaways, etc.) companies would be ponying up far more dollars on commercials which are quickly becoming a thing of the past as people "tivo" right through them.
Jared 5:03PM (3/21/2009)
I don't have a problem with product placement -- I just think this product placement is inappropriate for the Saab brand. Yes, Saab needed to attract more people to its brand. But offending the existing core customers is not a good way to start.
But, this is all water under the bridge, unfortunately. Saab is dead and will soon be buried.
Rockin 5:27PM (3/21/2009)
how do you play now?!?!?!?!?!
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Taglane 6:31PM (3/21/2009)
I played it for some time. It was gay.
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the vegas style guy 10:01PM (3/21/2009)
So am I. Your point?