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.�
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