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Travelers on selected Northwest and United Airlines flights are finding more than pretzels or a cookie in their in-flight snack pack. Many passengers this month have received an invitation to test drive the Buick Regal and receive frequent-flier miles or cruise discounts as their reward.
The offer is part of a “Supercharged Challenge” campaign developed by Momentum IMC, the promotional marketing division of McCann-Erickson, Troy, Mich., the national agency for General Motors’ Buick division.
The Buick logo adorns the outside of the snack packs, accompanied by copy readying, “Regal by Buick.
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