Pontiac's Apprentice Work Takes Super Reggie

A 2005 appearance in the reality show The Apprentice juiced the launch of GM's Pontiac Solstice. Now in year two, the on-air/online campaign was recognized tonight in Chicago with the 2006 Super Reggie award from the Promotion Marketing Association.

Via work by both Leo Burnett (Chicago), Momentum Worldwide (St. Louis and Detroit) and Digitas (Boston), the Apprentice cameo pre-sold Pontiac's roadster Solstice. One thousand special-edition versions of the car—the first to roll off the assembly line—sold in 41 minutes after the show aired in April 2005. Of 41,000 registrants to the promotional Web site, 16% visited dealers. Solstice sold out its 2005 production in the 10 days following the broadcast.

In addition to recognition by the Reggie judges, the Solstice campaign won first place for Best Use of Promotional Ads in the 2005 Pro Awards.

The Reggie Awards were announced at a dinner during the PMA Annual Conference, held last week in Chicago.

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