There's no doubt about it: Buick is on a roll. The new Regal has been well-received by journalists and consumers alike; the brand's sales are strong in China (aka the World's Largest Auto Market); and there's a lot of interest around Buick's offerings at the Detroit auto show -- especially the 2012 Buick Verano. Now, the brand is launching a new offensive aimed at young, hip, social media hounds: "Quest for the Keys".
From the press release below, the game sounds a little complicated, but at heart, it's not too different from the one we saw last month that promised a 2011 Ford Fiesta to the winner. The contest takes place over 11 months in both the real world and the virtual one.
If you live in Atlanta, Austin, Chicago, Los Angeles, Miami, Minneapolis, or New York, you can play the real-world version of "Quest for the Keys" Later this year, Buick will host a one-day scavenger hunt in your city (exact dates TBA). Using Foursquare, Gowalla, and Facebook Places, Buick will drop hints for the three weeks prior to the big day, suggesting where six "keys" have been hidden in the city. The person who finds all six keys first receives $2000 and the chance to win a new Buick during a sweepstakes drawing in November. Three grand prize winners will be chosen at random; each will receive a Buick Enclave, LaCrosse, Regal, or Verano -- whichever they prefer.
If you live elsewhere, no worries: there's an online version of the game, too. The details are somewhat confusing, so we won't try to rehash them here, but in a nutshell, contestants can play a trivia game via Buick's Facebook page and win chances to be entered in the grand prize drawing.
For more information (including all the rules and regs) visit QuestForTheKeys.com.
Side note: it's funny to think that just a year ago, Buick was being written off by some as a car for old fogeys, and the average age of its buyers -- north of 70 years old -- gave some credence to those claims. Is it us, or did Buick's luck begin to turn around when Tiger Woods' endorsement contract ran out?
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Buick Invites Consumers to its Quest for the Keys: An Experiential Social Media Scavenger Hunt
DETROIT, Jan. 9, 2011 -- 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 win the first key awarded as part of the yearlong national sweepstakes.