Corvette Giveaway to Tigers Pitcher Armando Galarraga Generates $9M in Publicity
We're sure you'll recall the story last week about how Detroit Tigers pitcher Armando Galarraga was robbed of his perfect streak by a botched umpire's call. You may also recall our story that General Motors subsequently gave Galarraga a $60,000 Chevrolet Corvette Grand Sport Convertible.
That little news item garnered almost as much attention as the original story, and according to Joyce Julius & Associates Inc., a company that monitors sponsorship in the media, that $60,000 Corvette garnered GM $9 million in publicity. Joyce Julius estimates that the Corvette giveaway accounted for $1 million in exposure on 700 TV shows, and roughly $8 million in 150,000 online publications.
This is clearly an important lesson for those in marketing, not only in terms of the publicity generated, but where it was generated.