“Buick and Hello Sunshine announced today a first-of-its-kind brand partnership that integrates Reese Witherspoon’s popular book club, ‘Reese’s Book Club,’ into Buick’s infotainment experience, allowing drivers to select from a specially curated collection of podcasts and audiobooks,” the automaker said in a prepared statement.
With this new app, Reese’s Book Club will be embedded in the Buick infotainment system, allowing the user to select from the different audiobooks and podcasts hosted by the club. The app will first be available in the 2021 Buick Encore GX before extending to most other new Buick models in early 2021.
GM said that partnering with Hello Sunshine “presents a unique opportunity for Buick, helping the brand to connect with women, an important and growing group of premium SUV owners.” About 55% of Buick’s current customer base are women, according to data compiled by J.D. Power.
This partnership will also include Buick product placements in the various Hello Sunshine television and film projects that are currently being filmed. GM did not say which films or TV shows Buick products will appear in, but it did confirm that the Encore GX will be the “first vehicle cast.” The media company has a number of films and shows in currently in production, including several for streaming services like Netflix, Amazon Prime and Apple TV.
Reese’s Book Club, which has more than 1.7 million followers on Instagram, enjoys a large, active user base comprised predominantly of young and middle-aged women. Books that are featured by the club are often propelled to the top of The New York Times best-seller list.
“We’re thrilled to partner with Buick on this exciting new venture,” said Hello Sunshine CEO Sarah Harden. “Reese’s Book Club is driven by a powerful community who appreciate authentic, quality storytelling, and we’re excited to further expand this community with Buick.”
The Reese’s Book Club app is available through the GM App Shop in the 2021 Buick Encore GX now and will become available in other Buick products in early 2021.