Available at www.momentoftruth.com, the website has been set up both as a means to advertise the vehicle and as a type of Q&A forum or informational tool. The site includes YouTube videos, Flickr photos, comments from Buick’s Regal tab, tweets from Twitter and links to specialized website and blogs.
“We are inviting consumers to find out on their own that Regal is a true performance sedan and worthy of their consideration,” Craig Bierley, Buick advertising director said about the new marketing stunt. “We are making it easy for the consumer to get unbiased opinions in one online location.”
To advertise the Regal, GM has cooked up one of the most comprehensive marketing campaigns it has done in years. The carmaker offers a 10-city test drive program, digital, social and mobile activities, TV ads in both network and cable original programming and aggressive outdoor advertising.
The motif of the entire campaign is the European origin of the vehicle. As most of you already know, the Regal is in fact the rebadged version of Opel's Insignia, the holder of the European Car of the Year award in 2009.
In the US, the Regal is offered with a naturally aspirated 2.4l (184 hp) and a turbocharged 2.0l Ecotec unit (220 hp). Both units can run on E85 ethanol, with the turbo engine being the first series production E85 turbocharged and direct injected engine.
The Buick Regal starts at $26,995, including a $750 destination charge.
Google News