Buick Gets in the Game with “Quest for the Keys”

Brand Channel‘s Sheila Shayon wrote a nice post about Big Fuel’s current campaign for Buick. Thanks Sheila!

My favorite quote: “Witness “Quest for the Keys,” which marks Buick’s most innovative social marketing exercise to date.”

Social media scavenging is now yielding ever bigger rewards for brands. Witness “Quest for the Keys,” which marks Buick’s most innovative social marketing exercise to date.

The mobile-centric scavenger hunt rolls out Monday, hiding keys in Miami, Los Angeles, Atlanta, Chicago, Minneapolis, New York and Austin, with clues for fans on the brand’s Facebook page and @buick Twitter feed over the next three weeks, culminating in a day of actual scavenger hunting and a final draw in November.

Each city holds a key with a $2,000 cash reward – and the final three winners can choose a Verano, Regal, LaCrosse or Enclave.

“Quest for the Keys” is platform-agnostic and spans the use of Foursquare, Gowalla and Facebook Places for clues.

Big Fuel, whose founder Avi Savar is a brandchannel contributor, was recently hired to handle all of parent General Motors’ social media. The agency devised an Android app that “Features an info screen for your city of choice, a QR code reader for any you might come across along the way to the key, and a Quest Compass to show you how far away you are from the finish.”

With its foray into social gaming, Buick is hoping to skew younger. “The product line is much more tuned to a younger buyer base. It’s now more athletic and sportier. Buick now believes it can catch a younger buyer and they have, but it’s not as young as they hoped so far,” says Chris Cedergren, managing partner with Iceology automotive marketing consultancy, to Mashable.

The campaign was unveiled last week at the North American International Auto Show, coinciding with the unveiling of the Buick Verano, and automatically enrolled anyone who watched the stream on Buick’s FB page or tweeted – enabling them to compete to win the first key.

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Hello! Big Fuel is a full-service marketing and communications company based in New York that takes brands from Content To Commerce. A unique approach that bridges "people stories" to "product stories" through social media and branded content.

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