GM Attempts to Redefine Buick Brand Via Partying | Adweek GM Attempts to Redefine Buick Brand Via Partying | Adweek
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GM Attempts to Redefine Buick Brand Via Partying

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There’s some evidence that such sentiment is spreading. Data from Zeta Interactive, an interactive marketing agency in New York, shows that Buick moved from being No. 17 to No. 8 in terms of auto tonal buzz (a ratio of positive versus negative chatter about the brand) as of June 1.

The increase moves the brand up alongside trendier foreign cars like Nissan, Audi and Mercedes-Benz. The firm also found that the daily volume buzz surrounding the brand has “increased steadily by 29 percent on average” since Memorial Day, at a time when the general auto market is down following key sales periods.

Plus, consumers are moving away from words like “old,” “classic” and “comfortable” to terms like “parties” and “fun” to describe Regal, Zeta Interactive CEO Al DiGuido said.

Buick, which has been turning more to social media and word of mouth to market its cars, is closely watching those metrics. “Ultimately, we want to sell cars, but the immediate return is buzz. It’s positive consumer opinion, awareness and buzz,” McCormack said. The long-term payoff is to “get us in the stream of consciousness of some consumers who hadn’t considered us before.”

That’s especially important since the Regal 2011 boasts features such as 30 miles per gallon of highway fuel efficiency designed to appeal to younger, environmental conscious buyers.

A general market campaign breaking next month via Leo Burnett will also focus on that—and other performance features—as well as the $26,995 price point.