Campaign:                   Buick Re:Discover

Agency:                        Leo Burnett Chicago / StarcomUSA

Skills:                            Creative Direction / Photography / Team Leadership

// Creative Execution 

Re:Discover is a twelve-city travel experience providing an “insider’s guide” to some of the most exciting cities in the United States. Microsoft Advertising created a custom branded destination on MSN: re:discover, a visual array of rich content that inspires, excites, and empowers the most discerning “experience junkie” to discover our country’s most compelling people, places, and things. The custom hub presents unique perspectives on 28 major U.S. Cities through custom videos, original articles, city profiles and syndicated content from MSN Autos. The tie-in was clear: while site visitors rediscovered the uniqueness of each city, they would also rediscover Buick. The campaign included editorial integration on the MSN home page, online video promotion across MSNBC, MSN Local, MSN Postbox, (a mobile sharing site) and MSN Video. Additionally, the campaign included regular updates to the re:discover Facebook page as well a “Trending Now” mobile app utilizing live feeds from Foursquare to create a virtual local pulse.

// Campaign Highlights

• Over 3.4 million visits to the re:discover video hub with 2.7 million video plays
• 100% growth in rediscover fan base from 1st phase of campaign
• Brand perceptions and Message Association increased amongst Buick’s target audience

// Re:Discover: New York City

// Re:Discover: Los Angeles

// Re:Discover: Seattle