Buick is no stranger to the NCAA, as it has participated in the college-level tournament for the past few years. If last year seemed important in redefining Buick’s image to March Madness’ affluent viewership, this year is about displaying said image with a host of new product.
The 2016 Buick Cascada and 2017 Buick LaCrosse will highlight numerous new spots for the brand throughout March Madness. Buick, which is also the tournament’s official sponsor for the post-game show, will feature 10-second spots featuring Cascada, Regal and Enclave before each commentary.
Buick wouldn’t go through all of this marketing trouble if it hadn’t been seeing results, but it has in a big way. March Madness viewership 17.8-million viewing hours, according to a report by Automotive News, and Buick in particular saw a 20-percent increase in viewers via the brand’s iOS app to follow the games.
So, we have new ad spots, official NCAA iOS apps, what else? Buick will lead each bus of future final four teams with a 2016 Cascada convertible, decked out in school colors, around Houston when the time comes. There will be plenty of tri-shield for viewers to take in.
“We think [the NCAA is] one of the best, if not the best, properties you can buy in sports,” said Molly Peck, Buick CMO.
However, Buick won’t be alone in competing for brand outreach. Infiniti will be on deck with its own sponsorships and spots to plug its brand alongside Buick.