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Responsible Marketing

Love it or hate it? “Kiss my Astra”

By August 12, 2008July 23rd, 20204 Comments

Saturn's Kiss my Astra

Do you want to Kiss my Astra?

I didn’t think so.

But Saturn’s new campaign asks you to do just that, then share it with the world.

Join Saturn’s Ning-powered ImSaturn social network, then upload a picture of you kissing a Saturn Astra and you could win one.

Is “Kiss my Astra,” just a low-brow way to get attention or is it a brilliant piece of marketing? Sure, people are kissing their product, then talking about it and sharing it online—but is Saturn cheapening their brand in the process?

I’d love to hear your thoughts.

Do you love it or hate it?

Comment below to weigh in.

Join the discussion 4 Comments

  • Like it.... says:

    Sounds pretty harmless to me. Over the years Saturn has pretty much built their campaigns on things like the quality and dependability of the product, and the quality and dependability of their warranty and service programs, now they want everybody to know that their product is fun loving too…. Way more audience participation going on here than in the revolution that wasn’t (Orange Underground), nobody’s getting hurt, or trying to harm anyone, and there’s a prize at the end of it for the best Astra kisser, I like it ok….I don’t think there is anything about this campaign that strikes me as particularly “irresponsible”…..

  • Interesting. While creative, in an amusing way, I think this is a crude attempt at capturing attention.

    While a select market may appreciate this, and certainly, it may cause a buzz – there is also a risk of offending and isolating customers. My conservative mother, for one, would use this as a reason to not support Saturn moving forward.

    Watch out, or the next model Saturn comes out with, will be planet-mate Uranus.

  • Axiom says:

    Taking into consideration the loyalty of a lot of Saturn customers, it isn’t a bad idea. Pretty harmless and a new car as the reward isn’t a bad deal at all. Although, my car would definitely need a car wash before I thought about kissing it.

  • Loren says:

    I, personally, turn off the radio as soon as I hear the commercial starting.

    I agree with one of the other people who commented, ‘it’s a crude attempt at capturing attention.” Definately. And Saturn knows it.

    Oh well huh.. they’re doing it anyway.

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