2. Michael Moore and Disney Feud Over Fahrenheit 9/11
Two weeks before the Cannes Film Festival, news broke that Disney planned to block Miramax from distributing Michael Moore's anti-Bush documentary, Fahrenheit 9/11. Moore posted a letter on his Web site May 5, 2004, reading, "Yesterday I was told that Disney, the studio that owns Miramax, has officially decided to prohibit our producer, Miramax, from distributing my new film, 'Fahrenheit 9/11.'"
Disney CEO Michael Eisner says Moore knew about the decision a year ago, raising suspicions that the timely leak of the news was really just a publicity stunt for the controversial film and filmmaker. Moore admits (video) he knew Disney wasn't going to let Miramax distribute the film prior to the story hitting the airwaves but that he was trying to work behind the scenes to make it happen anyway.
The buzz kicked off the movie's premiere at the Cannes Film Festival, where it won the prestigious Palme d'Or for best film. Fahrenheit 9/11 went on to break box office records, earning $21.8 million in its first three days and making it the first documentary to ever debut at the number one spot in movie theaters.
1. Oprah Gives Away 276 Pontiacs
You've seen the clip (video) of Oprah Winfrey screaming, "Everybody gets a car!" for her show's 19th season premiere. From Entertainment Tonight to Autoweek, national news to your local stations, media outlets have given this story countless hours of free exposure. While it will forever be known as "Oprah gives away 276 Pontiacs," she actually didn't pay a dime for the giveaway.
General Motors wanted to launch the new Pontiac G6 in a big way. During one of their sessions, a member of the G6 launch team suggested they strike a deal with "The Oprah Winfrey Show." Oprah did her research and even visited the plant where they make the G6.
GM spent about $8 million to give the cars away in this huge public launch but it could easily be the most economical and genius use of product placement ever. GM feels confident the results were worth it.
The Pontiac Web site normally receives 30,000 hits in a day. In 24 hours after the Oprah car giveaway show aired, the site received 242,000 hits. During the Athens Olympics, GM spent around $8 million for 25 to 30 television commercials in a two week period alone. Experts say the auto industry generally calls for $20-80 million for an effective ad campaign and that an automobile's product launch alone can cost anywhere between $25-40 million.
XM Satellite Radio also benefited from the Oprah car giveaway. Each G6 came with the subscription radio service. The cars also came equipped with the OnStar service, another subscription service. Both got a free plug during the giveaway and the countless articles and stories that have aired on TV or appeared in print.
No one's safe just yet. The list has been made. It's been checked twice. Find out who's naughty in The Worst Advertising/PR Moves of 2004.