Buick Turns To Millennial To Promote Scholarship Program

Car-maker Buick is using Millennial Media’s ad network to raise awareness of the Buick Achievers Scholarship Program.

Buick Achievers is a GM Foundation-funded scholarship program designed to recognize and reward 1,100 students who demonstrate excellence, both in 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 (£15,400) 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. 

Buick is promototing Buick Achievers via a five-week advertising campaign across Millennial Media’s network of mobile websites and apps on the Verizon Wireless iPhone. Buick is be the exclusive advertiser using the ad space. The partnership was launched with the support from GM’s media agency of record Starcom USA.

“The goal of Buick Achievers Scholarship program is to inspire, celebrate and enable human achievement,” said Craig Bierley, Buick’s 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.
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 $26m in education-related initiatives since 2005.