Buick taps food bloggers for new multichannel marketing campaign
Published September 28, 2010
American automaker Buick is leveraging several mediums to promote the latest iteration of its luxury vehicle, the LaCrosse, including contests through culinary social network Foodbuzz, reports MediaPost.
The multichannel marketing campaign is designed to get consumers competing in writing, cooking and food photography events for a chance to win $10,000. While food bloggers may seem like an odd target for Buick, the company is viewing the campaign as a strategy to build its brand and relevance with new audiences.
"Foodbuzz is where bloggers are talking about recipes or ways of presenting food that they have discovered, so it's about unexpected, hidden gems, and that really mirrors our audience. It is premium but also aspirational," Janet Keller, Buick's digital marketing and social media manager, told MediaPost.
Buick is also reaching 11 cities with a road show alongside a culinary tour. The cross-country show began in Chicago last week and has garnered around 700 test rides.
While Buick is targeting niche social audiences, other car manufacturers are using more traditional marketing platforms. For example, Lexus recently launched a new national television commercial promoting the 2011 IS.