BUICK Achievers Scholarship Program Awareness initiative Launches with iPHONE introduction
Buick partners with Millennial Media to increase public awareness of new GM Foundation funded scholarship program
Yesterday, Buick launched a five-week awareness initiative in conjunction with Verizon’s launch of the Apple iPhone to generate nationwide knowledge of the newly announced Buick Achievers Scholarship Program, with mobile ad partner, Millennial Media. The partnership was launched with support from GM’s media agency of record Starcom USA.
Buick Achievers is a GM Foundation funded scholarship program designed to recognize and reward 1,100 students who demonstrate excellence in both the community and the classroom. As one of the nation’s largest scholarship programs it will provide 100 outstanding students who major in the science, technology, engineering, mathematics, marketing, business administration or other related fields with up to $25,000 a year, for up to four years. It also will provide 1,000 students with $2,000 scholarships, also renewable for up to four years.
To launch the new scholarship program, Buick will promote Buick Achievers, via a two week advertising campaign across Millennial Media’s network of mobile websites and applications on the Verizon Wireless iPhone. Buick will be the exclusive advertiser using this innovative ad space, tapping into an effective communication medium. “The goal of Buick Achievers Scholarship program is to inspire, celebrate and enable human achievement,” said Craig Bierley, Buick director of advertising and promotions. “We’re using innovative opportunities like this to educate potential scholarship applicants nationwide.”
Doug Reid, senior analyst, mobility and consumer technologies at Stifel Nicolaus, estimates that Verizon Wireless will sell approximately 11 million iPhones in 2011.
“We are thrilled to partner with Buick to launch the first Apple iPhone campaign as the device debuts with Verizon Wireless,” said Marcus Startzel, SVP of Sales, Millennial Media. “This strategic campaign will enable Buick to connect with more members of the community and tap into the social and viral aspects of mobile, as the highly engaged subscribers are introduced to the long-awaited Verizon iPhone.”
The Buick Achievers Scholarship Program is the latest example of GM Foundation education initiatives to invest in the youth of America. The GM Foundation has provided more than $26 million in education related initiatives since 2005.
Buick is a modern luxury brand offering vehicles with sculpted designs, luxurious interiors with thoughtful personal technologies, along with responsive-yet-efficient performance. Buick is attracting new customers with its portfolio of award-winning models, including the Enclave crossover, LaCrosse sedan, Regal sport sedan and forthcoming all-new 2012 Buick Verano compact luxury sedan. Buick is the fastest growing automotive brand in the U.S., and remains a best-selling brand in China, with continuing record growth. Learn more about Buick cars and crossovers at www.buick.com , on Twitter @buick or at www.facebook.com/buick .
About the GM Foundation
Since its inception in 1976, GM Foundation has donated hundreds of millions to deserving American charities, educational organizations, and to disaster relief efforts worldwide. The GM Foundation focuses on Education, Health and Human Services, Environment and Energy and Community Development initiatives, mainly in the communities where GM operates. For more information, visit www.gm.com/corporate/responsibility/community.
About Starcom USA
Starcom (www.starcomworldwide.com) is a world-renowned media agency that simplifies human understanding to deliver meaningful brand experiences. Starcom does this by creating the Space for Ideas, in peoples' minds and in the world, via a unique approach that gives the agency an unparalleled advantage. With over 1,200 employees and an estimated $8.5 billion in billings in the U.S., Starcom helps get the right consumers’ attention and delivers brand-building results for many of the world's leading companies. Starcom is part of Publicis Groupe (Euronext Paris: FR0000130577) the world’s third-largest communications group, the world’s second-largest media counsel and buying group, and a global leader in digital and health care communications. With around-the-world activities spanning more than 104 countries on five continents, the Groupe employs as many as 44,000 professionals. With sister agencies MediaVest, ZenithOptimedia, Denuo, Digitas and Razorfish, Starcom is a member of Publicis Groupe's VivaKi, a global digital knowledge and resource center that leverages the combined scale of the autonomous operations of its members to develop new services, new tools and new partnerships.
About Millennial Media, Inc.
Millennial Media is the proven leader in mobile advertising. With the largest mobile media audience in the U.S., Millennial Media uniquely offers brand advertisers the only set of specific, scalable audiences. Our ability to reach, target and engage consumers is unparalleled. As an innovative technology leader, our mobile decisioning, serving, and mediation platforms are powering some of the largest companies in the media business today. The company is committed to growing the mobile advertising marketplace by becoming the preferred partner to all advertisers seeking to reach mobile consumers, all publishers and developers seeking to maximize ad revenue, and all mobile operators seeking to further monetize their networks. The company has received numerous industry awards including the 2010 OnMedia Top Private Company in Digital Media, the 2010 Stevie for the Most Innovative Company, and Paul Palmieri, president and CEO, was named the Ernst & Young Entrepreneur of the Year for Technology in Maryland. For more information, please visit http://www.millennialmedia.com, join our Facebook community, or follow us on Twitter @millennialmedia.
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