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Buick Achievers Scholarship Program Source: www.millennialmedia.com
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Short Description: Buick Achievers. Scholarship Program. Drive awareness of the newly announced Buick Achievers scholarship program in conjunction ...

Content Inside: campaign summary

millennial media

Buick Achievers Scholarship Program
Campaign Dates: February 10 - March 15, 2011

GOAL
Drive awareness of the newly announced Buick Achievers scholarship program in conjunction with Verizon's launch of the Apple iPhone to a new highly engaged mobile audience.

CAMPAIGN OVERVIEW
Buick and mobile ad partner, Millennial Media, launched a five-week initiative in conjunction with Verizon Wireless' launch of the Apple iPhone to raise awareness of the newly announced Buick Achievers Scholarship program. To launch the new scholarship program, Buick will promote Buick Achievers via an exclusive twoweek advertising campaign across Millennial Media's network of mobile websites and applications on the Verizon Wireless iPhone.

SUMMARY
STRATEGY: Starcom (GM's agency of record) collaborated with Millennial Media to present this strategic first to market campaign to Buick as a unique and interactive way to promote their GM Foundation funded scholarship program. MOBILE SPECIFIC TARGETING: The campaign targets Apple iPhone users as the device debuts with Verizon Wireless. EXCLUSIVITY: By being the exclusive advertiser with Millennial Media, Buick will be able to connect with more members of the community and tap into the social and viral aspects of mobile as the highly engaged subscribers are introduced to the long-awaited Verizon iPhone.

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