Additional partners helping execute the campaign are Second Life developers Millions of Us ( Sausalito) and web developers Domani Studios ( New York City). The Second Life initiative follows on the heels of Pontiac's all digital G5 launch earlier this month, also coordinated by LBD, as another component in its non traditional marketing approach.

"Bringing together Pontiac, Campfire and Second Life is consistent with our agency's approach to focusing on strategy and the big idea, then bringing in the resources necessary to make it work," said Myhren.

The growing popularity of Second Life, created by Linden Lab, presents a unique marketing opportunity for companies like Pontiac. It's owned and developed by the more than one million users that inhabit it, and has a real economy, real social dynamics and the feeling of reality for its residents. Second Life is growing at a rate of 20 percent month over month. The residents of Second Life own virtual land and participate in an online economy. Users pay for items through the use of Linden dollars, the true currency of Second Life, which can be accrued in various ways, including the use of actual credit cards - which generate approximately $6 million a month at Second Life.


About Pontiac

Pontiac is a division of General Motors Corporation (NYSE: GM) and markets the G6 Sedan, G6 Coupe, Solstice, Torrent, GTO, Grand Prix, Vibe, Montana SV6 and now the G6 retractable hardtop convertible. Pontiac sold more than 435,000 vehicles in 2005, ranking third among GM divisions in total sales.


About LBD

Leo Burnett's Detroit office creates advertising and integrated marketing communications programs for clients including Pontiac, GM Service and Parts Operations, GM Powertrain in the US. Global management of GM brands from the Detroit office includes Chevrolet in more than 45 countries, Cadillac in 26 countries, and HUMMER in 12 countries.


About Campfire

Campfire is a branded entertainment company that helps advertisers, agencies and publishers rethink advertising through active audience engagement. They've created some of the most highly recognizable campaigns recently, including Beta-7 for Wieden Kennedy/ESPN/SEGA; Sharp More to See for Wieden/Sharp; Uncomplicate for McCann/Levi's; and The Art of the Heist for McKinney + Silver/Audi.

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