On the heels of the arrival of Apple’s iPad, Buick announced that will be one of only six companies to advertise on The Wall Street Journal’s (WSJ) iPad application. The WSJ application will allow Buick’s LaCrosse advertisement to engage consumers with the ability to take advantage of the iPad’s large touch screen, technology and connection to the Internet on the tablet computer.
“We are excited to be one of the exclusive Wall Street Journal iPad application advertisers as Buick continues to find new and innovative ways to reach consumers,” said Craig Bierley, Director, Buick GMC Advertising and Sales Promotion. “The buzz around launch of the iPad continues to grow, and we believe Wall Street Journal readers will be some of the first to purchase the latest technology from Apple.”
The LaCrosse creative that is running on the WSJ iPad application engages the user with ads between each section, after each article and when swiping past certain pages, which allows the user to tap the touch screen to learn more about the LaCrosse. A rotation is being run of three full page digital print ads, and an expandable ‘toaster’ unit, a unique unit to the iPad. Mobile, print and display advertising were also part of this LaCrosse media buy.
Vehicles in the Buick lineup, including the all-new LaCrosse, Enclave and the launch of the Regal this summer, are available with a host of personal technology and digital connectivity features, including in-dash navigation, Bluetooth, a USB port, heads-up display in the windshield and Side Blind Zone Alert.
The WSJ application became available on April 3, 2010, and seeks to maintain the same experience associated with reading a traditional print copy of the paper.