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BizReport : Viral Marketing : November 14, 2006


Buick Uses Tiger Woods in Viral Marketing Video

What do you get if you combine Tiger Woods with the 2008 Buick Enclave crossover and a shaky camera angle? An obvious attempt at viral marketing.

by Helen Leggatt

Buick posted the 1 minute video on YouTube last Thursday and to date it has received just over 14,000 hits but only provoked comments from 25 users. “Fake!” say several users. “Very weak attempt at viral marketing,” says another.

The video, shot with a shaky camera angle, gives viewers a mere glance at Buick’s 2008 Enclave crossover as it depicts Woods and the production team filming the car ad. "Everything about the [audio drop] creates style. I don't know about you, but I've never seen anything like it on the road," says Wood as he admires the car.

"Conquest on the golf course is my game," Woods says as he’s cut short by a flatulent plane passing overhead. Woods and the production team giggle.

"Excuse me," remarks Wood after which the video ends abruptly as a security guard spots the camera and tries to grab the camera.

"The goal was to get people talking, not just on YouTube but on the auto blogs," said Dave Darovitz, Buick's communications manager. "We engineered the spot on the PR side and worked with marketing to create this disruptive approach to get the word out about the Enclave and to get Tiger involved."

Tags: failure, viral marketing, YouTube










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