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 kicked off Monday at the North American International Auto Show, during the unveiling of the Buick Verano. Consumers who watched the live streaming reveal on Buick’s Facebook page and participate by Tweeting, commenting and reposting the event were automatically entered for a chance to win the first key awarded as part of the yearlong national sweepstakes.
More at www.buick.com.