CELEBRATING PERFORMANCES
WORTHY OF AN ENCORE

Inviting NCAA fans to recreate some of the tournament’s most celebrated
buzzer beaters with Buick’s newest star performer.

DRIVING DOWN-TO-THE-WIRE PERFORMANCE, LITERALLY

Buick – a distinguished, all-American brand ​rooted in passion and driven by performance. ​We spoke their language. From logistical expertise​ and activation to digital amplification, our experience experts brought Buick’s vision for a prestigious fan experience to life, with lasting impressions.​

A thoughtfully researched and designed 5,000 sq. ft. multi-sensory experience, complete with half-court basketball arena, that leveraged advanced event technology and highly trained event staff to introduce Buick’s all new vehicle line up to fans. The experience was seamless, measurable, and successful in exceeding client goals.

8,385SALES LEADS
13,966VEHICLE DEMOS
5,000SOCIAL SHARES

70%

INCREASE IN LEADS FROM BUICK’S PREVIOUS FINAL FOUR EXPERIENCE

Next Marketing brought our vision to life and exceeded all our expectations while activating one of our premiere sponsorship platforms.
— Chris Ayotte, Buick Brand Manager​

88%
OF REGISTRANTS PARTICIPATED
IN FULL EXPERIENCE

EVOLVING THE BRAND EXPERIENCE

We created a fully integrated sponsorship​ activation with displays in Bracket Town and​ around the Georgia Dome including complimentary​ rides in 25 new Buicks for fans in Atlanta. More than​ 10,000 consumers participated in an RFID-enabled data​ capture system which guided and tracked their progression​ through the Buick experience. Over the 3-day weekend, our​ product specialists conducted nearly 14,000 personalized ​demonstrations. 87% of consumers who visited the Buick Experience​ took a shot at re-creating iconic NCAA Final Four moments and achieved more than 200,000 unique views by sharing their Buick Encore Performance photos through social media. Now that’s driving performance.​