Buick will put the game in customers’ hands during March Madness, betting on NCAA partnerships for consumer engagement and marketplace penetration.
Buick is offering current owners in the U.S. with OnStar 4G LTE-equipped vehicles free unlimited Wi-Fi data for the month to stream 130 men’s and women’s college basketball games.
Offering promotional streaming services, or advertising through them, is increasingly becoming the most efficient method of reaching prospective buyers. CBS data indicates last year’s March Madness live-streaming views increased 33 percent from the year prior to 22.4 million hours of live online viewing.
Accessible in the vehicle’s infotainment system, drivers can select which game to stream if simultaneous games are on. The app, which was closely developed with the NCAA, will remove itself automatically when the tournament ends.
Since launching the unlimited data plan option with AT&T last March across all GM vehicles, the average number of gigabytes of data consumed per month in Buick vehicles increased more than 150 percent.
Customers need to visit www.buick.com/hoops to sign up for the Wi-Fi program. They will need to enter both their e-mail and Vehicle Identification Number once there.