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We’re sure you’ll recall the story last week about how Detroit Tigers pitcher Armando Galarraga was robbed of his perfect streak by a botched umpire’s call. You may also recall our story that General Motors subsequently gave Galarraga a $60,000 Chevrolet Corvette Grand Sport Convertible.
That little news item garnered almost as much attention as the original story, and according to Joyce Julius & Associates Inc., a company that monitors sponsorship in the media, that $60,000 Corvette garnered GM $9 million in publicity. Joyce Julius estimates that the Corvette giveaway accounted for $1 million in exposure on 700 TV shows, and roughly $8 million in 150,000 online publications.
This is clearly an important lesson for those in marketing, not only in terms of the publicity generated, but where it was generated.
[Source: Automotive News via MotorTrend]
Armando Galarraga will go down in history as the man whose perfect game was spoiled by a truly terrible call by umpire Jim Joyce. In his heart, as well as those of countless baseball fans, Galarraga really did throw a perfect game, but until Major League Baseball reverses the call, Galarraga will have to settle for his consolation prize; a brand new Chevrolet Corvette convertible.
GM North America preisdent Mark Reuss presented Galarraga with the shiny new ‘vert (which looks like a Grand Sport) “…to celebrate Armando’s pitching and sportsmanship during one of the most captivating evenings in Tigers history.” With any luck, Galarraga will be formally awarded the distinction of throwing a perfect game, and be able to ride off into the sunset in his shiny new Corvette.
[Source: General Motors]