The auto industry is typically on the leading edge of online ad innovation. So where does Detroit stand on tablets. In the second keynote of the day, Jim Kruger, digital and social media manager, Buick, declares we’re in the post-PC era. The tablet has given the brand the chance to reach “a whole new generation of buyers.” Who are they? Tech-savvy, early adopters, who want a more immersive experience. They expect the same or better experience than on PC or laptop.
With tablets, you have target the right audience and not disrupt their experience with interruptive ads. In 2010, Buick was one of the first to advertise in the WSJ iPad app. Specifically, chose WSJ app to reach readers who are cultured and connected—it paid off—it blew away its benchmarks by 50%. Last year, it was only auto brand to participate in launch of Kindle Fire w/ special offers.
Also partnered with Food & Wine and Travel & Leisure to reach that lifestyle audience. Buick also wanted to work with a brand representing human achievement, so partnered with the NCAA. So, Buick focused on three key areas, or "content pillars," it thought would appeal to its target audience instead of spreading itself too thin in the tablet environment.