• Jan 12th 2011 at 8:31AM
  • 13
Buick is on the hunt for a younger demographic and it's hoping to find it with the help of a new social media campaign. Called the "Quest for the Keys", Buick is turning to Facebook, Twitter and a variety of location-based services such as FourSquare and Gowalla, to have social media users hunt online for clues. The clues will be doled out over the course of three weeks before culminating in a one-day offline scavenger hunt.
Seven cities are currently slated to take part: Miami, Los Angeles, Atlanta, Chicago, Minneapolis, New York and Austin. Participants in each city are on the hunt for six keys, each worth $2,000. From that pool of 42 key-finders, three winners will be randomly chosen. The lucky final three will then get to choose a vehicle from the current Buick lineup, including the all-new Verano.

For more information, check out the press release after the jump.

[Source: Buick]
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Buick Invites Consumers To Its Quest For The Keys: An Experimental Social Media Scavenger Hunt
2011-01-09

DETROIT, Mich. – Buick is launching the "Quest for the Keys" program, an engaging campaign designed to build excitement around Buick's entire lineup, including the Regal, Enclave, LaCrosse as well as the all-new Buick Verano. The program invites consumers to participate in an interactive scavenger hunt game using many popular social media tools.

Quest for the Keys is slated to roll out in seven cities during in the coming months, including Miami, Los Angeles, Atlanta, Chicago, Minneapolis, New York and Austin, Texas. The scavenger hunt provides clues on social media channels such as Facebook and Twitter, for the first three weeks of the hunt, and culminates with one day of offline scavenger play in each of the seven cities.

"We are excited to bring this interactive game to several cities. It gives us an opportunity to reach out to our audience in a fun, engaging way and encourage them to explore the sites and interests that celebrate local culture and passions while generating awareness for Buick," said Craig Bierley, Buick Advertising and Promotions Director.

The final day of game play in each city takes the fun into the streets with strategically placed clues in various sites, requiring many location-based social networking tools such as Foursquare, Gowalla or Facebook Places to guide participants in the hunt. In each city, the hunt culminates with the discovery of six keys that rewards each finder with $2,000 and enters them into a chance to win a new Buick. A final random drawing will offer three winners the choice of any of the Buick models – a Verano, Regal, LaCrosse or Enclave – and will take place in November, completing the program. There will also be online play-at-home component using an engaging Facebook trivia game that can be accessed on http://www.facebook.com/Buick .

The initiative kicks off January 10 at the North American International Auto Show, during the unveiling of the Buick Verano. Consumers who watch the live streaming reveal on Buick's Facebook page and participate by Tweeting, commenting and reposting the event are automatically entered for a chance to to win the first key awarded as part of the yearlong national sweepstakes.


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  • 13 Comments
      • 4 Years Ago
      That's a fiendishly clever marketing attempt! Or not...

      But I think it's a great way to get younger folks to look or at least be aware of the Buick brand, since most probably did not even consider it when they think about cars they might want to own.
      • 4 Years Ago
      They should focus on fixing the tailpipes on the LaCrosse. They are too short; every white one I see has black marks on the bumper from the exhaust. The tips look to be tucked under the bumper.
      • 4 Years Ago
      Waht hapeened two edtors?

      So Buick wants Social FIENDS.
      • 4 Years Ago
      The idea sounds cool, there is a need now more than ever for a free car but a young person driving a Buick? Maybe a young family but I cannot see a young single guy or girl wanting one of their cars unless it was free.
        • 4 Years Ago
        There's a new Regal parked in the resident lot across from the dorms... I always try to catch a glimpse when the bus I'm on passes by it. Winning one would be a dream!
        • 4 Years Ago
        I'm young and I'd drive a buick.

        If I had a colostomy bag. Buick is effing awful. No interesting products from 1973 til last year, excluding the GN. Other than that they've produced boring garbage. Die already.
        • 4 Years Ago
        I am a single young male and I currently like the Buick LaCrosse, Regal, and the new Verano. Whatever Buick is doing is working. I also have friends who single young males and they too like the new Buicks.

        • 4 Years Ago
        This is great news and I would be very happy to be wrong. I love the new look of the Buick's but I am 43 years old. Good that they are growing this younger demographic.
      • 4 Years Ago
      Well, there are plenty of "fiends" on social networks, that's for sure.
      • 4 Years Ago
      I'm not quite a "bluehair" yet but I've put the Verano on a shortlist when we go car shopping later this year. If it performs and is built well, Buick could get the nod. I'm going "patriotic" on the next car. My last US-made car was a Corvair Monza Spyder coupe. Time for change...
      • 4 Years Ago
      Not a bad idea overall. It will help gauge the interest among the younger demographics that Buick has been going after for the past few years.

      It would be extremely helpful to follow up these campaigns with more product that younger generations might buy.....Regal wagon hint hint....
      • 4 Years Ago
      I wish they were doing this in the Detroit area, but I understand they want to hit all the trendy areas and Buicks already sell very well in this area.
      • 4 Years Ago
      Chinese social fiends? In the USA buick is usually driven by people who drive 10 under the limit and believe the white median line is to go directly beneath the vehicle. They may be better off doing this for Chevy or Cadillac.
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