Buick Case study BUICK HUMAN HIGHLIGHT REEL by Leo Burnett Detroit

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Industry Cars
Media Case study
Market United States
Agency Leo Burnett Detroit
Executive Creative Director Steve Chavez
Senior Art Director Jesse Rea
Released April 2011

Credits & Description

Category: Titanium and Integrated
Product/Service: BUICK
Date of First Appearance: Mar 15 2011
Entry URL: http://www.ncaa.com/buick
EVP, Worldwide Executive Creative Director: Peter McHugh (Leo Burnett Detroit)
EVP, Executive Creative Director: Steve Chavez (Leo Burnett Detroit)
Senior Art Director: Jesse Rea (Leo Burnett Detroit)
VP, Account Director: Don Peasley (Leo Burnett Detroit)
Senior Producer: Mark Nicholas (Leo Burnett Detroit)
Media placement: Broadcast TV :30 And Content - CBS, TNT, TBS, TRU, ESPN - 15 March 2011
Media placement: Website - NCAA.com/Buick, Youtube - 15 March 2011
Media placement: Facebook - Facebook - 15 March 2011
Media placement: Radio - Westwood One, XM Satellite - 18 March 2011
Media placement: Print SI 3 Page Unit - Sports Illustrated - 30 March 2011
Media placement: Onsite - Houston Final Four - 30 March 2011
Media placement: TV Content - 30 Minute Show - CBS - 2 April 2011

Describe the campaign/entry
Buick shares a belief with its drivers that we all are better when we inspire others to reach their fullest potential.
To express that belief, Buick launched an initiative tied to higher education and focusing on how a life well lived includes giving back.
We created "The Buick Human Highlight Reel", an integrated platform featuring stories about college athletes who went on to achieve greater accomplishments after their playing days were over. As the NCAA’s Official Partner of Human Achievement, Buick used the platform to highlight people like Avery Jukes, who after playing in the National Championship game created a foundation to provide food, clothing and education for youth.
From Eunice Kennedy Shriver’s Special Olympics to a Princeton graduate who became an MD and leads an effort to find funding for inner-city sports programs; the Buick Human Highlight Reel ties personal and team ambitions to larger social goals.

Describe how the campaign/entry was launched across each channel in the order of implementation
Seven inspiring athletes’ stories were produced for "The Buick Human Highlight Reel" and posted on NCAA.com/Buick. Two 30-second spots driving fans to the site, one featuring the athletes and one from Buick, aired during the NCAA basketball tournament.

On March 13, 2011 Buick’s Facebook NCAA badge application launched, where fans could post badges of their favorite tournament teams. On March 28, Buick took over the YouTube homepage to promote The Buick Human Highlight Reel’s YouTube page.

The Buick Human Highlight Reel was turned into a 30-minute content-based TV show, airing before the NCAA Championship on April 4. Advertorial spreads featuring content from The Buick Human Highlight Reel ran in Sports Illustrated in both March and April.

Public relations efforts centered around Buick’s onsite activation during the NCAA Final Four and Championship games; activities included NCAA athletes’ charities Samaritan’s Feet, the Special Olympics and the Jukes Foundation for Kids.

Give some idea of how successful this campaign/entry was with both client and consumer
Media Impressions:
· 339 million+ impressions; exposure during highest rated Final Four games in last decade.

Site Results:
- March yielded highest direct traffic to Buick.com of all time.
- Traffic increased 26% and 23% the first and second tournament weekends
- 100,630 visits to NCAA.com/Buick; 113,000+ video views.
- Homepage takeover delivered 60,236,776 impressions.
- Interaction rate 305% higher than DoubleClick benchmarks.

- #1 discussed Brand during Tournament.
- 511% positive increase in social media buzz for Buick and NCAA (through 4/3/11).
- 318% positive increase in social media opinion for Buick and NCAA.
- 15,000 new Buick Facebook fans (19% increase); 70% increase in daily active users.
- Post Buick NCAA Facebook badge application launch Buick Facebook page views increased 530%.
- 166,000+ application views
- Application shared 126,000 times

Brand Impact
- 76% lift in Buick brand recall versus those not exposed during Tournament.