In 2009, Buicks were typically driven by those with a walker in the backseat. Younger consumers wouldn’t even consider buying one. We put the spotlight on the new, turbocharged 2011 Buick Regal to reintroduce a younger demographic to the brand in a way that inspired them to share their enthusiasm with their peers with a credibility that we couldn’t match.Regal Remix and Tweet to Drive were consumer experiences that put Buick at the intersection of the consumer’s lifestyle in unexpected yet relevant places. Once behind the wheel - inside Regal Remix events and on the road with Tweet to Drive - they shared their excitement with their peers in real-time and agreed on one thing in particular: this is not my grandfather’s Buick…I would drive this.Within six months, the average age of the Buick buyer dropped from 72 to 61 and the brand jumped to No.8 on the list of auto brands’ "likeability" up from #17.* Not only did Buick see an infusion of youthful fans saying: “I’d consider buying a Buick,” but, throughout 2010, 114,000 actually bought one. Entering 2011, Buick was the fastest-growing car brand in America.*Zeta Interactive, 7/2010

"Regal Remix" was the anti-car show. We unveiled the 2011 Buick Regal at six local market events (San Antonio, Dallas, Chicago, Boston, Miami and New York) that did away with the traditional showroom. Part private concert series with top name bands, part happy hour with local spirits and cuisine, our target and their peers experienced the revamped Buick line and found themselves together re-discovering a car they’d want to drive.

"Tweet to Drive" reengineered the traditional test drive. Orchestrated entirely through Twitter and launched in Chicago and Austin, the concept was simple: Tweet us (@drivebuickchi, @drivebuickatx) and our young, connected ambassadors would pick you up and put you behind the wheel for a cruise down the highway, a drive home from the airport or an afternoon taco run. Our target, who would otherwise never consider Buick, was surprised at what they saw - and was Tweeting about their experience.

Buick jumped to No.8 on the list of auto brands’ "likeability"* up from No.17. Buick’s social media channels saw an infusion of youthful fans saying: "I’d consider buying a Buick." Throughout 2010, 114,000 did buy one, making Buick the fastest-growing car brand in America.*Get younger: -The average age of Buick consumers dropped from 72 to 61 *Create brand engagement:-3,000 consumers attended Regal Remix events-25,000 unique visitors checked out Regal Remix on Thrillist.com -626,000 consumers heard about Tweet to Drive from peers on Twitter.*Drive buzz: -1,463 placements and 171,503,514 impressions highlighted the new Buick *Spur sales: -Austin driver purchased a Buick Regal based on Tweet to Drive experience-Buick LaCrosse sold "off the floor" at Regal Remix Dallas-Buick is the fastest-growing major U.S. automotive brand with sales up 57% in 2010*Zeta Interactive, 7/2010