Summer Fling: GM's Coming-Out Party For The 2011 Buick Regal

June 25, 2010

Earlier this week, we told you about Buick's new digital campaign to hype the all-new 2011 Regal and youthen the model's fusty image. But sometimes, the web isn't enough, so GM is also putting the Regal smack-dab in front of the 30/40something influencers it's targeting by throwing a series of debutante balls for the sedan in hot spots around the country. That's arguably more social than social media, but you know: details.

Called the "Regal Remix", the parties are being held in Chicago, Miami, Dallas, San Antonio, and other major U.S. cities. (We can't seem to find a complete list right now, but then, we were never the Cool Kids.)  The Regal is meant to be the star of the evening, although other Buick rides -- specifically, the Enclave and the LaCrosse -- also earn spins on the ballroom floor. GM has described the Regal Remix as a "low pressure" event, primarily intended to generate awareness and interest among 500 or so hipsterish guests. (If we're guessing correctly, a few business cards and brochures may be exchanged, too.) The abundance of booze and live music probably helps take the edge off what could otherwise become as uncomfortable as a timeshare pitch.

So far, word of mouth from these parties and other promotional efforts seems to be paying off for GM. Zeta Interactive -- a firm that monitors online discussion of brands much like General Sentiment does -- has seen Buick rise from #17 to #8 on its list of likable auto brands. We'll see if that continues once GM and Leo Burnett launch the Regal's more conventional campaign next month.

For those whose dance cards are already full, here's a clip of Bob Schneider performing at the San Antonio event, just so you know what you're missing:

[Brandweek]

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