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.
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
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.