we told you about Buick's new digital campaign to hype the all-new 2011 Regal and youthen the model's fusty image. But sometimes, the web isn't enough, so GM is also putting the Regal smack-dab in front of the 30/40something influencers it's targeting by throwing a series of debutante balls for the sedan in hot spots around the country. That's arguably more social than social media, but you know: details.
Called the "Regal Remix", the parties are being held in Chicago, Miami, Dallas, San Antonio, and other major U.S. cities. (We can't seem to find a complete list right now, but then, we were never the Cool Kids.) The Regal is meant to be the star of the evening, although other Buick rides -- specifically, the Enclave and the LaCrosse -- also earn spins on the ballroom floor. GM has described the Regal Remix as a "low pressure" event, primarily intended to generate awareness and interest among 500 or so hipsterish guests. (If we're guessing correctly, a few business cards and brochures may be exchanged, too.) The abundance of booze and live music probably helps take the edge off what could otherwise become as uncomfortable as a timeshare pitch.
So far, word of mouth from these parties and other promotional efforts seems to be paying off for GM. Zeta Interactive -- a firm that monitors online discussion of brands much like General Sentiment does -- has seen Buick rise from #17 to #8 on its list of likable auto brands. We'll see if that continues once GM and Leo Burnett launch the Regal's more conventional campaign next month.
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