Buick Using Facebook And Twitter For Scavenger HuntBy: Mike Sachoff - January 10, 2011
Buick is launching the “Quest for the Keys” program, a campaign focused on promoting Buick’s lineup, including the Regal, Enclave, Lacrosse and its new Verano.
Quest for keys will launch in seven cites in the coming months, including Miami, Los Angles, Atlanta, Chicago, Minneapolis, New York and Austin, Texas. The program invites users to participate in an interactive scavenger hunt using social media. The scavenger hunt provides clues on social media channels such as Facebook and Twitter, for the first three weeks of the hunt, and ends with one day of offline scavenger play in each of the seven cities.
The final day of game play in each city moves into the streets with strategically placed clues in various sites, requiring many location-based social networking tools such as Foursquare, Gowalla or Facebook Places to guide people in the hunt. In each city, the hunt ends with the discovery of six keys that rewards each finder with $2,000 and enters them into a chance to win a new Buick. A final random drawing will offer three winners the choice of any of the Buick models – a Verano, Regal, LaCrosse or Enclave – and will take place in November, completing the program. There will also be online play-at-home component using a Facebook trivia game.
The initiative kicks off January 10 at the North American International Auto Show, during the unveiling of the Buick Verano. Consumers who watch the live streaming reveal on Buick’s Facebook page and participate by Tweeting, commenting and reposting the event are automatically entered for a chance to to win the first key awarded as part of the yearlong national sweepstakes.