Case Study: Buick achieves early-adopter brand awareness with Millennial Media

Buick Reaches Early Adopters of iPad Mini with Mobile

Buick sought to raise brand awareness with tech‑savvy, early‑adopter consumers by being the first brand to advertise on the newly released iPad mini. Building on a similar 2011 effort to reach Verizon iPhone users, Buick aimed to capture attention at a high‑impact moment tied to the Verano Turbo launch.

Working with agency Carat, Buick bought all available iPad mini inventory on the Millennial Media platform for the device’s first week and ran a takeover of initial Verizon iPhone inventory. The campaign successfully reached young, tech‑savvy audiences, and click‑through rates in music and gaming content exceeded vertical benchmarks.

Buick

Craig Bierley

Director, Advertising & Promotions Buick/GMC