Long perceived as a car brand for the older set, Buick is attempting to connect with younger drivers via a Twitter-based marketing effort just now launching exclusively in Chicago. The aim is to give the Twitter crowd in Chicago a chance to organize a test drive of a Buick.
To set up the test drive, interested parties need to log in to Twitter or create an account and follow @DriveBuickChi. Then send an @reply to schedule a time for pickup and to indicate a destination you'd like to drive to in a Buick. If all goes according to plan, Buick then will reach out to those requesting a test drive and dispatch a car and a so-called Buick Brand Ambassador to serve as a local guide. Supposedly, those getting test drives will be encouraged to use the opportunity to visit a museum, gallery, live theater performance or restaurant. Participants need to be 25 years of age and have a valid driver's license.