I hafta agree with the nascar commentspretty lame advertising. better ways to get the message out. also that type of marketing is supportive of a brand not for introduction. unless poynt see them selves as fully developed as a company in terms of market penetration.
I think a campaign to attract a viral effect would be most the most advantageous to poynt, and if one campaign doesnt work you do another, eventually it will hit.