Quest for the Buick Keys Begins

Feel like doing a little bit of digging, or scavenge work? How about a little bit of good, old fashion detective work? Well, if you're in the mood for all that and are not tied up taking photos of the vehicles on display at the North American International Auto Show (NAIAS) in Detroit, then you might want to have a look at what Buick has to offer.

The GM brand announced today it was launching the Quest for the Keys campaign, an interactive competition meant as both an advertising tool and a game. Aimed at promoting the Regal, Enclave, LaCrosse and Verano, the campaign will roll out in seven US cities in the coming months, including Miami, Los Angeles, Atlanta, Chicago, Minneapolis, New York and Austin.

The competition is simple: clues to the locations of Buick keys will be provided on social media channels such as Facebook and Twitter in the first three weeks of the hunt. Those who manage to get an idea on where the keys are located will then take part in the final, which will see strategically placed clues in various sites in the participating cities.

Location-based social networking tools such as Foursquare, Gowalla or Facebook Places will be used to guide participants in the hunt. The award for finding the keys: six $2,000 prizes and the chance for those who manage to find the keys to win a new Buick. The hunt begins today, January 10 and will end in November.

“We are excited to bring this interactive game to several cities. It gives us an opportunity to reach out to our audience in a fun, engaging way and encourage them to explore the sites and interests that celebrate local culture and passions while generating awareness for Buick,” said Craig Bierley, Buick Advertising and Promotions director.