Sally Carrera makes Porsche happy - Sports car brand benefits from tie-up with Hollywood film

摘要

MUNICH, Germany - Sally Carrera is an animated Porsche 911. Her star turn in the hit movie Cars is helping Porsche reach millions of fans - and potential buyers - worldwide. Such exposure ordinarily would cost an automaker tens of millions of dollars. But for Porsche, the advertising is free. The attention especially helps the German luxury brand attract American consumers. Although more than a third of its vehicles are sold in the United States, Porsche spent less than USD20.7 million last year to advertise in U.S. media. By contrast, General Motors spent USD2.76 billion on U.S. advertising in 2005, according to TNS Media Intelligence.