Introduce the Buick Lacrosse to as many potential buyers as possible during the LaCrosse launch all while providing qualified leads to each of the 22 participating Buick dealers.

Customer Needs Analysis, Brainstorming session, and 5 or more planning meetings with dealer group account managers.

A Sweepstakes offering consumers a chance to win a new 2010 Buick LaCrosse. A micro-site was developed to facilitate registrations and house information on www.locateyourlacrosse.com. Cox Media Group arranged displays at The Avenues (5 Mall locations) and Edwin Watts Golf (5 retail locations) for 30 days at each location. A series of radio remotes offered an additional opportunity for consumers to register to win the LaCrosse.

Buick received 1,500 opt in qualified leads. Plus, the dealers saw tremendous value in 15 vehicles being on display for a 30 day period throughout the metro area. The program has been recognized by the corporate office and is being used as a best practice example to other dealer groups.