Buick Drives Advertising Success with Interactive Mobile Video Campaign

GOAL

Create an eye catching mobile video campaign to build brand awareness around the new Buick LaCrosse.

SUMMARY

Interactive Mobile Video

The campaign featured two separate videos showcasing the new Buick LaCrosse. As the videos played, interactive buttons were displayed on the screen that would allow the consumer to instantly replay the video, go to the Buick Facebook page or “learn more,” and visit the mobile-specific Buick site.

Consumer Engagement

Out of over 15 available interactive options, Buick specifically chose the “Facebook” and “Learn More” buttons to help achieve the campaign goal of increasing brand awareness around the new LaCrosse models.

Mobile Innovators

Buick has been a mobile advertising leader, and was one of the first major brands to offer a mobile interactive video experience to consumers. The media strategy for the campaign was
provided by Buick’s agency, Starcom, who have created numerous campaigns that leverage mobile to generate brand awareness and secure direct consumer response. Create an eye catching mobile video campaign to build brand awareness around the new Buick LaCrosse.

“Mobile has become a critical channel for Buick, and traffic to our mobile site is exploding. The interactive mobile video campaign was a chance to show off the Buick LaCrosse in motion, while still giving users the opportunity to engage with the ad.”

Craig Bierley, Director, Advertising & Promotions Buick/GMC at General Motors