• by David Goetzl , October 3, 2006

When Oprah gave away GM cars, the world noticed. So she did it again--test-driving the Chevy Impala on an 11-day road trip with BFF Gayle King that was a godsend to the new Impala. A marriage between Chevy and Oprah--that's priceless.

It's not often there is tangible evidence that branded entertainment translates into sales. But Pontiac marketing czar Mark-Hans Richer told a gathering last week that an integration into "The Apprentice" led to $20 million in sales the day after the episode.

While that may have been Pontiac's most immediately profitable foray using the tactic, there's no question that its most memorable was the giveaway of 276 G6s on the 2004 premiere of "The Oprah Winfrey Show." It cost GM $7.5 million--the equivalent of three Super Bowl spots--but its PR worth is priceless. People are still buzzing about it two years later--and it's likely to remain water-cooler fodder, like "Seinfeld" and the Junior Mints, for many more. (By the way, do people really stand at the water cooler and act as brand or show ambassadors anymore?)

Because of Pontiac's slam-dunk, GM cooked up another innovative tie-in to this season's "Oprah" premiere on Sept. 18. (It was one of the top-ranked product placements of the week, according to measurement firm iTVX). The mass giveaway could never be replicated--that was a one-trick pony whose lasting value would be emaciated with a redux. Instead, GM persuaded Oprah to undertake a cross-country journey in a Chevy Impala.

On "Oprah & Gayle's Big Adventure," the billionaire and her BFF Gayle King tried to act like two buddies eager to live free on the open road. They blasted music, played pass-the-time road games, got dusted by a speeding sports car, and generally came off as funny and endearing--particularly when Oprah morphed into her billionaire-of-the-people incarnation, her stock-in-trade. At the wheel, she marveled: "There's a difference when you're being driven." And she pumped gas for the first time since 1983. (She didn't complain about how much fuel prices have increased.)

The brand integration was a winner for Chevy on many levels. First, seeing incessant shots of the Impala, and second, the journey through the heartland--home of Chevy's target. Then there's Oprah. Is there a personality in America more beloved by so many different types? If she'd stoop to the level, the Forbes 400-er would be a pretty good used car salesperson. Instead, she's darn good at finding ways to help the latest GM models and make other product plugs.

Oprah's golden appeal aside, her referencing a commercial she loved growing up as the raison d'etre for embarking on the trip--the "See the USA in Your Chevrolet"--was a coup for Chevy. Chevy's brand ID is tied into a we're-part-of-the-country's-fabric ethic, and the decades-old commercial enforced the brand's enduring link with America past to present. The spot was shown before the trip, and Oprah mentioned its influence on her.

After the trip began, it seemed like a showroom video for the Impala. There were more shots of the car in action--from every conceivable angle--than Cindy Crawford on a runway. Detroit's "show the metal" credo was amply on display.

And, of course, there's two best friends just driving through the Good 'Ole U.S. of A. It made you want to jump in the car, grab a bunch of CDs, and see where the road takes you.

Then, at the end of the show, Oprah just keeps throwing Chevy a solid. Back in the studio after the 11-day journey, she says: "Thanks, Chevrolet." Since it's Oprah, it sounds genuine and unrehearsed. Next, it's a slight callback to the Pontiac coup of '04, a plug they just couldn't resist. Oprah says she's going to give away the Impala.

Once again, a free car from Oprah is a big deal. It's likely to make dealers happy, too. Maybe as much happiness as "The Apprentice" bought Pontiac.