Buick is Re: inventing their approach to marketing
When you are watching a show and you feel like the whole plot revolves around a product as opposed to a real storyline, that’s a problem. But everyone knows that product placement can be a very effective marketing strategy, so how did Buick find the right balance between placing their product and not “overselling” in their new Web-only travel series on MSN sponsored series, “Re: Discover”?
Buick models are tastefully and tactfully shown throughout the series chauffeuring the insiders, often designers, chefs, musicians, journalists and community organizers around the featured city. Instead of awkwardly dropping conversation sound bytes about the spacious legroom of the Buick Regal or elegant interior, you just subtly notice those features throughout the episode. The producers, Fremantle Media, succeed in making you notice the vehicles without noticing the pitch.
The actual show, “Re:Discover”, is really interesting and takes you on an exclusive look at big cities like LA, New York and Miami. If you happen to drive down to Miami after watching an episode, stop by DeVoe Buick GMC for the best new or used cars Naples has to offer. When you watch “Re:Discover”, you’ll follow one of their insiders throughout the city, but they show the city in a different light. It’s the perfect marketing vehicle for the Buick because it positions their cars in the cities where they want to boost sales, and as one of GM’s fastest growing brands, Americans all over are truly rediscovering Buick. “It’s time to take a different look at luxury,” says a voiceover in one ad. “It’s not luxury the way it was. It’s luxury the way it should be.”
In a world where most car commercials consist of a flashy car driving on a countryside mountain road with catchy music and the deals flashing across the top, Buick has found a way to breakthrough and truly Re:invent how they reach consumers and position themselves among the competition.
For new or used GMC, Naples’ DeVoe Buick GMC has the best selection. Ask your Buick dealer about which model is best for you , and why Buick is one of the fastest growing brands today. Head to http://rediscover.msn.com/ to watch “Re: Discover” and see the new 2011 Buick Regal in action.