Buick Targets Active Lifestyle Audience With “Runs Worth The Drive” Competition

Buick and MapMyFitness have partnered together for the nationwide “Runs Worth the Drive Challenge” promotion, in an effort to promote the brand’s vehicles, as well as aid runners in recording, finding and sharing their preferred routes. Buick is the first automaker to partner with MapMyFitness, an Under Armour company, to promote fitness and the 2014 Buick Verano.

We’re not sure why the Verano made the cut over the more utilitarian Encore at this time, but we digress.

The challenge was created for runners who are looking for new routes. In 2013, users of MapMyFitness apps ran more than 500 miles in the U.S. and 71 percent of those users said they drove to a specific location to commence their workouts.

Participants who wish to tackle the challenge must run a total of 30 miles between June 26 and August 6, 2014. Distances must be tracked with the use of a synchronized GPS-enable device or the MapMyRun app in order to be accepted. MapMyFitness.com will track the competition from beginning to end through a virtual leaderboard where progress will be measured in real-time.

30 miles is a long way to run, especially if you’re not into running. For those that need a little motivation to participate in the challenge, upon completing the goal (run 30 miles in six weeks) players will be entered into a drawing for an all expenses paid trip for two to the Rock’n’Roll Marathon in Arizona (but not a Buick Verano). There’s also a weekly prize consisting of a $25 Under Armour Gift Card that will be awarded to a random participant who as logged five miles or more.

According to a survey within the MapMyFitness community, 87 percent of users chose to purchase vehicles that fit their active lifestyles. Buick aims to display the Verano Turbo’s compact design, punchy engine and sweat resistant interior to individuals with a passion to exercise. The Buick Verano Turbo is a speedy companion that will continue to rack up the miles, long after you’ve finished.