In its ongoing quest to reinvent the Buick brand as something other than the official car of the AARP, General Motors has launched a new social media marketing campaign complete with swanky parties in cities like Miami, Chicago and Philadelphia. There will be no shuffle board. The move is part of The General's new "Buick's Moment of Truth" campaign, where party attendees are given flip cameras to record their impressions – positive or negative – of the brand's products. The videos will then be posted to a site for all to see.
According to Brand Week, the Regal Remix parties are designed to help people become aware of exactly what the Buick brand means in post bankruptcy trim, and the shindigs dovetail with an aggressive internet marketing campaign targeted to 35-40 year-olds. That's a smart move, considering that most consumers hold opinions on the brand that range from apathetic to downright negative.
Automotive News says that while West Coast buyers have little idea of what Buick means as a brand, mid-westerners remember the malaise days of Tri-Shield engineering better than most. Buick's new campaign should kick off later this month with the launch of the Moment of Truth site.