Buick lets customers book their test drives by using Twitter

Article by Christian Andrei, on August 29, 2010

Buick's latest campaign Tweet to Drive allows potential customers to book test drives by using Twitter. Chicago residents will have the first shot at having a Buick pick them up at a time and place they have chosen. The campaign is set to reach Austin, Texas, this September and to Philadelphia in October. Other cities will soon be added so keep posted.

To book a test drive, log on to Twitter and follow @DriveBuickChi. Send them a reply, indicating the location and destination. Just make sure that the schedule you chose is anytime from 10 a.m. to 8 p.m. seven days a week and that you would be waiting at a location within a 20-mile radius of downtown Chicago.

The test drives will last for up to two hours (one way or round trip) in either a 2010 LaCrosse or 2011 Regal.

GM spokeswoman Michelle Bunker said that this marketing program is aimed at attracting more people to Buick. Over the past three years, Buick has updated nearly its entire lineup. Buick sales have actually been quite strong.

In fact, sales had more than doubled in July but the brand aims to raise awareness of the LaCrosse and recently launched Regal with a younger demographic. Presently, the Buick test fleet has only one Regal but more will be added soon.

The Regal is currently in the initial launch marketing phase. In Chicago, the Tweet to Drive campaign started on Aug. 1 and ends Oct. 31. No details have been given with regards to the program in Philadelphia or Austin but it's expected that similar setups will be taken.

Topics: buick, twitter

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