Buick Promo, Case study RE:DISCOVER by Leo Burnett Chicago, Starcom New York

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Leo Burnett Chicago
Agency Starcom New York
Released November 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: BUICK
Product/Service: AUTOMOBILES
Date of First Appearance: Nov 1 2010
Entrant Company: STARCOM USA, Chicago, USA
Entry URL: http://rediscover.msn.com/
: Molly Marchese (Starcom USA)
Media placement: website - MSN - 1 December 2010

Insights, Strategy & the Idea
People who love their city, love its beauty and charm and voraciously go below the surface to find its hidden gems and share them with others. After years of consumer indifference, Buick’s recent reinvention and critical acclaim has made it something of a hidden gem itself, so we wanted these people who are so passionate about rediscovering under the radar places to also rediscover Buick with that same passion.

Creative Execution
We created “re:discover”, an exclusive online content destination welcoming people to rediscover the most compelling people, things and cities across the U.S. with Buick.
Original content includes a “video road trip” of authentic narratives from city insiders examining each of 12 cities’ past, present and future. The insiders share their known and unknown favourites around their city, letting viewers discover and rediscover things worth exploring.

Buick is an essential part of the experience – not just the sponsor. The vehicle is integrated into content where relevant, and Buick also lives in interstitials within the content and the Buick-branded video player. Traffic to re:discover is driven by MSN via various ad placements, editorial links and search. Bing maps are enabled when a user clicks on a location within the content to be able to plan their next outing in that city. The entire MSN portal drives traffic to the site.

Results and Effectiveness
Re:discover’s 1.2+ million visits in the first two months spurred an impressive 2,500 shares of the videos, and dozens of visitor submissions of their own hidden gems in each city. Buick videos have also achieved 5,700 views with a 62% completion rate – well above standard viewing benchmarks. The New York Times published an article on the partnership on 12/10/10, and local communities are joining the conversation on Yelp! to make noise in the social conversation.