Buick is Pinning and Winning (with a Dash of Tumbling, Too)

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The 2013 Buick Encore is powered by a 1.4L turbocharged engine, has an EPA-estimated 33 mpg highway fuel economy, and standard six-speed automatic transmission with front-wheel drive. It also features personalized technologies well-suited to the desired demo such as Intellilink and QuietTuning with Buick’s first use of Bose Active Noise Cancellation. 

That’s all well and good, but it’s not very exciting to non-car buffs. So how to excite the social web with those features? Excite bloggers to become inspired by the brand and become social ambassadors, for a start. With 71% of Pinterest’s nearly 25 million users under the age of 45, (50% age 25-44), the “Pinboard to Dashboard” program has generated 17 million plus unique visitors, followers or users across Pinterest, Facebook, Twitter, Instagram and blogs.

“Knowing the Encore’s target audience spends a great deal of time online, and on Pinterest, we created a social strategy to reach them where they ‘live’,” said Lloyd Biermann, Buick Crossovers marketing manager. So In October, Buick selected 10 influential design, fashion and food bloggers to create pinboards on Pinterest showcasing how the all-new Encore speaks to their personal style and life passions.[more]

Michael Wurm Jr., a veteran pinboarder and blogger who has close to 4 million followers on Pinterest, was chosen, along with nine other design influencers, to create pinboards for Buick Encore’s “Pinboard to Dashboard.” His winning design will be showcased during the 2013 New York Auto Show.

“It’s a blogger’s dream come true. From start to finish, I was checking out what the other participants were doing and I thought everyone had a strong design,” stated Wurm. “I had no idea whose design would be selected because you really got to see everyone’s style and I was in love with all of them. I have a totally different perspective of Buick now.”

The creative brief was simple: showcase how the Buick Encore luxury small crossover fits their personal style and passions. Wurm’s ideas, along with four other Pinterest inspiration boards, were chosen by responses generated online and input from the Buick team, with the winners’ designs translated into a Buick Encore Look Book on Tumblr to showcase each designer’s vision.

Other “Pinboard to Dashboard” featured bloggers include Katie Rodgers of Paper Fashion, Jessica Sturdy of Bows & Sequins, Julie Deily of The Little Kitchen and Shannon Ables of The Simply Luxurious Life. 

Buick, a luxury brand of General Motors, is currently the oldest still-active American automotive make and among the oldest automobile brands in the world. This latest initiative is a smart model from a brand culling inspiration from the digital arena where its customers of today are socializing and showcasing 24/7.

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