Pontiac: Emipowered

Filling out a bracket isn't the only way to experience the NCAA Men's Basketball Tournament, thanks to a fully integrated marketing campaign from Pontiac and Leo Burnett/Detroit. In addition to TV spots, print ads and online banners,

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Filling out a bracket isn't the only way to experience the NCAA Men's Basketball Tournament, thanks to a fully integrated marketing campaign from Pontiac and Leo Burnett/Detroit. In addition to TV spots, print ads and online banners, Pontiac teamed up with metal band P.O.D. and video game publisher 2K Sports to extend the campaign into the arenas of branded entertainment and online gaming, starting with an exclusive music video for the single "Lights Out" from P.O.D.'s current album Testify. "Once we decided that the 'Lights Out' music would be the bed for all of Pontiac's March Madness creative, it was our assignment to integrate it into as many properties as possible," says Leo Burnett Detroit executive creative director Tor Myhren. Filmed specifically for the March Madness campaign, the video features the Pontiac Solstice and will run on MTV,  Fuse and the Pontiac and NCAA websites, as well as being featured as the musical theme of CBS's on-air coverage of the tournament.



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About

Credits
Date
Mar 22, 2006
Client:
Pontiac
Executive Creative Director:
Tor Myhren
Creative Director:
George Katsarelas
Creative Director:
Simon Fairweather
ACD Sports Marketing:
Jeff Cruz
Copywriter:
Regina Cesarz
Art Director:
Jesse Rea
Producer:
Jennie Hochthanner
Agency:
Leo Burnett Detroit
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