Buick is set to hit the limelight once again for its NCAA Men’s Basketball Tournament sponsorship for the fifth consecutive time. The NCAA has become an important stage for Buick recently, where it debuted its successful “That’s Not A Buick” advertisement campaign last year.
The brand will debut its latest ad as part of the ongoing campaign, highlighting 4G LTE capability in the lineup. Buick will also host an online “trick shot” competition where 16 experts will compete and consumers will vote for winners.
In one of the smartest marketing moves in some time, the brand will once again sponsor the “boss button” on the NCAA’s website, allowing individuals to hide their slacking with the click of a button. Upon clicking the button, a pseudo-spreadsheet pops up complete with Buick branding.
“People thought it was super fun,” Molly Peck, Buick’s Director of Marketing and Advertising, told Brandchannel. “And we were able to be part of the enjoyment.”
Brandchannel also sat down with Peck for a brief question and answer session where she expands on the trick shot campaign and how the brand manages its broadcast and digital media elements.
Most importantly, she talks about how the most recent campaign is showing big results with Peck saying the following:
Neilsen metrics found that last year’s campaign set a record in terms in terms of memorability. At the same time, Buick enjoyed its best sales year since 2005. The Enclave had its best year ever, and the Encore enjoyed 12 consecutive months of year-over-year sales gains. Our ultimate measure is sales.
The NCAA is the perfect audience for Buick, who is working on recreating its brand image, and finding success along the way, notably playing with what it describes as “whitespace.”