Buick Promotes 2013 Encore in China with Augmented Reality ‘Hide & Seek’ Game

Buick Encore Hide & Seek

In a campaign reminiscent of 2010’s MINI Getaway in Stockholm, Buick has launched a augmented reality high and seek game across China to promote the 2013 Encore luxury crossover.

Buick has a long history in China, beginning in the early part of the 20th century as a car of choice for the country’s influential citizens. Buick was also the chosen brand when GM began regular production at its Shanghai GM joint venture in 1999. In 2011, GM sold it’s 3 millionth Buick since 1999, with over a million of those being sold in 2010 alone.

For the Encore Hide & Seek game, Buick hid virtual cars in 16 cities across China. Players downloaded the location-based game, showing the general location of the car in that city. After arriving at the location, players used the augmented reality feature to try to spot the virtual car on the street. Once found, the player had to hide the car at a location. The player that managed to hide the virtual car for the longest over the 7 day game period won the actual 1013 Buick Encore.

[via PSFK]

China

Buick Partners With Indie-Band Hellogoodbye to Promote 2012 Buick Regal

Buick Harmon Kardon HelloGoodbye present 'One For the Road'To promote the new 2012 Regal Turbo, Buick and Harmon Kardon commissioned indie-band Hellogoodbye – best known for their 2006 hit “Here (In Your Arms)” – as the feature of ‘One For the Road’ a short film documenting a 2-day road trip through the Nevada desert.

During the drive a film crew captured behind-the-scenes footage of the band writing and recording a new track, then listening to it through the car’s Harmon Kardon sound system.

The project presented a unique challenge for Hellogoodbye singer/songwriter Forrest Kline who explained “I like to sit and tweak with things for days for days on end”. You can be the judge whether Kline succeeded by checking out the new track ‘Killin’ Time’, which has been posted as a free download at SoundCloud.

This is yet another example of a major brand partnering with a band for a recording challenge; in March of this year Coca-Cola sponsored a 24-hour live streamed recording session with Maroon 5, while in September Polaroid and Tokyo Police Club teamed up to record and release a new cover song everyday for 10 days.

The project came from the creative minds of Digitas.

via Agency Spy.

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Randy MathesonI am a Nova Scotia raised Creative Guy, currently Director of Emerging Media at Delvinia, a Digital Strategy & Customer Experience Design Firm in Toronto. I’m a huge fan of the creative use of digital technologies in social media, marketing, sports and entertainment. I use this blog to share the more interesting examples that I find. If you’re in need of a break, join me over at Madtini.com for a cocktail.