Food and cars. The two don’t really go together in a linear sense. But to a marketing mind, the possibilities are endless. Buick has announced the brand will be heavily integrated into NBCU/Esquire Network’s “Knife Fight,” according to Marketing Daily.
The show follows a cooking competition in which host Ilan Hall presents contestants with some very unappetizing ingredients, and asks for something edible, such a bullfrogs or eels. Again, you may be asking, “how does Buick fit into this picture?”
Buick says they are targeting the male-oriented epicurean audience that is heavily dominates the show’s viewers. The branding will be very contextual, showing Hall running to get ingredients in a 2015 Buick Regal GS. Hall also explicitly details how the OnStar 4G LTE service works in the 2015 Regal GS, along with the backup camera and other safety equipment.
“It’s because of partnerships like Esquire Network’s that we are able to reach new audiences and introduce them to the modern Buick sedans and crossovers,” said Buick marketing manager Molly Peck.
Buick will also be featured in the digital and social expansion for the show, including the extra digital shorts “Eat Like A Man.”
It’s the latest marketing effort to ditch the old Buick stigma and usher in a new image for the trip-sheild, which includes “white space” and “affordable luxury.” Will it work? Tune in May 26th to see the Regal GS take the small-screen and see for yourself.