Website Excellence: Automotive: Digitas; Buick Regal, "Moment of Truth"
Buick Regal, "Moment of Truth"
Buick, apparently, is no longer "your grandfather's car." In an attempt to prove that point, Buick launched the "Moment of Truth" campaign for the new 2011 Buick Regal, leaning very heavily on social media and a level of transparency that shows people what people are now saying about the brand. At the "Moment of Truth" microsite, consumers can watch YouTube videos, look at photos, read Tweets and Facebook quotes, or even read articles that have been written about the new vehicle. And it's not all good, either. The good stuff tends to be highlighted, but the bad reviews are there, too.