Integration: Buick builds buzz for SUV on-, off-line

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Buick's soon-to-debut Rainier sport utility vehicle is getting good buzz-the result of an integrated online-offline campaign, according to Randall Tallerico, advertising director for the General Motors Corp. brand. The goal is to seed awareness for the SUV's name and drive consumers to buick.com to learn more about it.

While the ad blitz for the 2004 model won't break until late September, Mr. Tallerico said aided awareness for the Rainier got a 70% lift since unscripted, five-minute films launched on buick.com. The films, featuring pitchman Tiger Woods, went live in mid-June. Buick generated traffic to the site with a 30-second TV spot that broke June 18 on national broadcast and cable networks. A second spot hit in late July. Interpublic Group of Cos.' McCann-Erickson, Troy, Mich., handles offline creative; Indie33, Detroit, is responsible for online.

Visitors to the site can also enter a sweepstakes to play with Mr. Woods at the Buick Scramble in October and the chance to win another Rainier.

After a little more than a month, the results are encouraging: 2 million unique visitors to buick.com and a 122% rise in consumers' perception of Buick after their visit.

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