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Buick Drive For Your Students
Oct 10, 2014 - 4:45 PM - by Uncle Sammy


In a brilliant piece of branding/marketing, Buick is sponsoring test drive events with the goal of raising money for high schools.

Essentially the program brings together Buick and local high schools to host test drive events. The purpose is obviously to get people into Buick vehicles and allows the high school students to plan, coordinate and host. So free PR, nice.

Well not free, after the students put the event on Buick will donate $10,000 per event to the host schools.

Whats beautiful about this strategy is that Buick is reaching their target audience through a proxy. Who they want are the parents of these high school students. Buick allows their child to get involved with the brand and put on an event which helps break down the trial barrier built because of Buicks long standing stigma.
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