September 18, 2004 -- BEHOLD the power of Oprah.
Oprah Winfrey's now-famous Pontiac giveaway last Monday spiked traffic to her Web site — and also drove viewers to Pontiac's online site.
Winfrey gave away 276 Pontiac G6 cars to her studio audience last Monday. The cars were donated by Pontiac, which coughed up over $7 million but got a huge advertising bang for its buck since the story made headlines around the country (and is on the cover of the upcoming People magazine).
According to comScore Networks, which tracks site traffic, visitation to oprah.com jumped 800 percent from Monday to Tuesday as over 600,000 people logged on after seeing "Oprah."
Visitation to pontiac.com jumped 600 percent in the same period as over 140,000 people viewed the site, the company noted.
"The giveaway buzz was clearly a winner in breaking through the clutter of every media channel and in the workplace, where word-of-mouth is a particularly valuable marketing tool," says comScore VP Dan Hess.
"With the majority of new car buyers researching online before they buy, the impact of this event in drawing Americans . . . to Pontiac online can't be overlooked."