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Poaching Competition: Mazda vs. Pontiac

January 31, 2006

Below the belt or just smart marketing?

When General Motors recently invited television viewers to “Google” the Pontiac brand name, Mazda quickly launched a keyword counterattack. The sponsored search results invited the Pontiac searchers to a side-by-side comparison through a link titled “Pontiac vs. Mazda.”

This is a clear example of two very important developments: bidding on competitor brand keywords can be an effective strategy (costly, but effective) and TV-to-Web advertising that points television viewers to URLs and invites them to do a search. By choosing the Google search engine, GM is implying Google is the most recognizable call to action in today’s market.

“Mazda bought the words ‘Pontiac’ and ‘Pontiac Solstice’ to bolster exposure for the MX-5 Miata, Pontiac Solstice’s chief rival in the two-seater roadster market.”

Mazda’s vice president of marketing, Don Romano, says “the company will continue looking to bid on competitor brand name keywords while looking for more “alternative modes of advertising.”

“In an era when consumers turn to search engines to research companies and investigate products, … advertisers must harness the online demand they’re creating, and turn viewers into instant customers,” says Peter Hershberg, managing partner and co-founder of Reprise Media.

Excerpts from WebProNews.com / Googling the competition: Mazda vs. Pontia

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