Buick uses social media to appeal to new generation of drivers 07/30/2010
Buick is the oldest American automobile manufacturer, and their entry-level luxury vehicles are often associated with older drivers. But the company is looking to head in a more youth-oriented direction, and is using social media to appeal to a younger generation of drivers.
Buick has launched a new website, MomentOfTruth.com, that uses a sleek design based around four categories in order to pitch the new 2011 Buick Regal sedan. One compiles critical reviews and consensus on the vehicle. Another aggregates Facebook and Twitter posts combined with driver testimonials. The other compares the Regal to luxury vehicles like Mercedes and BMW. Finally, the fourth category is a list of features and specs from Buick.
The user testimonial section compiles posts from Facebook and Twitter that mention the car into a sleek interface. It mixes this data in with videos and pictures of the Regal in action.
In addition, the company has launched a concerted marketing effort based around the concept of drivers discovering the Buick's positive qualities for the first time.
Ford used a similar method to launch its Ford Fiesta, offering test drivers the chance to post their experience with the car to various social networking sites.