Earlier this week, we posted how General Motors offered a brand-new 2011 Chevrolet Corvette convertible to Detroit Tiger pitcher Armando Galarraga for his near perfect game against the Cleveland Indians. That generosity may have been a near $9 million win for GM as well.
According to Joyce Julius & Associates Inc., which measures and analyzes the impact of sponsorship on all forms of media from print to television to the Internet, General Motors’ giveaway to Galarraga generated nearly $1 million in exposure in over 700 television programs and nearly $8 million in over 150,000 publications, Internet articles and posts. Note that the automaker never requested or commissioned the study.
“We were not contracted to do the study,” Eric Wright, Joyce Julius' vice president of research and product development, said in an e-mail to Crain's Detroit Business, an affiliate of Automotive News. “We often look at national level happenings in sponsorship and provide that information to all of our clients and the media.”
Source: Automotive News (Subscription required)