In August 2005 Saturn announced the launch of the 2007 SKY roadster at the MTV Video Music Awards. TV and online advertising supported the launch and drove consumers to Saturn.com for a chance to win a SKY. Rather than sending over half a million visitors to a blank sweepstakes entry form, Goodby, Silverstein and Partners took the opportunity to connect the music audience to the SKY brand by creating a landing page experience. The experience not only increased sweepstakes entries but more importantly qualified leads for the SKY.

The Saturn SKY sits inside a giant dome where people can enter a world of scrolling clouds, blue skies, and passing storms accompanied by a surround-sound audio system that perfectly matches the visuals, bringing excitement to a convertible (in the middle of winter). Projections cover the exterior of the car, controlled by an interactive display, creating the illusion of peering through sheet metal into the new engineering underneath the surface of the Saturn SKY.

Even though it wasn’t part of the main hall, it drew tremendous numbers. It increased web traffic and brochure requests. Plus, GM was so impressed that they have been working on using the same on-car and dome projection technology as part of their standard showroom experience.