August 9, 2013
By Teresa Demel
Buick sponsored a full issue of House and Home magazine. Each ad walks the reader through the Buick shopping experience, from learning about features, trying out colors, viewing videos, and visiting the web page for further learning. By sponsoring a full issue, it can communicate a multifaceted message to readers.
Buick uses Digital Publishing Suite to connect with readers in the following ways:
- It features the Buick Verano in the context of an article on understated luxury, using buttons and multistate objects/slideshows to provide detail on Buick’s luxurious features
- Buttons and multistate objects allow readers to change the color of the interior and exterior of Buick Verano so they can see which color best fits their style
- Auto-play video show readers the smooth driving experience of the Buick Verano
- Web overlays link to the Buick website, allowing readers to further research the car before heading into the dealership