Oprah lavishes audience with VW Beetles
By T.L. Stanley on Wed Nov 24 2010
Not to be outdone by Adam Sandler, who gave Maseratis to his Grown Ups co-stars recently, Oprah ripped a page from her own playbook and doled out redesigned Volkswagen Beetles to her in-studio audience on Monday. Isn't this stunt getting a little old? Not if you're sitting in that room, it isn't. Predictable? Well, yes. But the queen of daytime talk only has a little time left on her syndicated show—she's leaving it to go run her own cable channel, not-so-curiously dubbed OWN, for the Oprah Winfrey Network. So, she's busting out the last of her famous "favorite things," of which she claims the Beetle is one. She "toodles" around town in her own model, she says. To the shrieking, crying, dancing and high-fiving of her fans, she passed out keys to 2012 models. They'll get the cars in May after a sneak peek (and blatant in-show ad) during Monday's episode. It compares pretty favorably—on the fan freak-out scale—to the Australian-trip giveaway at the beginning of the season. The question now is, whatever will marketers do without Oprah and her brand-centric largesse? Ellen, get ready for a lot more calls.