Buick Campaign Takes Over Entire Verizon iPhone Ad-Inventory From Millennial Media

A new mobile campaign sponsored by Buick went above and beyond the norm recently by completely taking over Millennial Media’s entire Verizon Wireless-based iPhone ad-inventory to promote its newly announced Buick “Achievers Scholarship Program.”

The Achievers program is a GM Foundation-funded scholarship program designed to recognize and reward 1,100 students who demonstrate excellence in both 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 a year, for up to four years,” according to the release.  “It also will provide 1,000 students with $2,000 scholarships, also renewable for up to four years.”

Buick will promote the program with a five week campaign running across Millennial Media’s network of mobile websites and applications that solely target the Verizon Wireless iPhone.  For maximum exposure, Buick will be the exclusive advertiser using the particular ad space.  “The goal of Buick Achievers Scholarship program is to inspire, celebrate and enable human achievement,” said Craig Bierley, Buick director of advertising and promotions.  “We’re using innovative opportunities like this to educate potential scholarship applicants nationwide.”

With its exclusivity, Buick will be the only brand occupying Millennial’s space in mobile sites and apps such as Word With Friends, Accuweather, Flightview, CBS, AOL, Mashable, Slacker Radio, People, PhotoBucket, Travel Channel, Pro Football Weekly, etc.  “We are thrilled to partner with Buick to launch the first Apple iPhone campaign as the device debuts with Verizon Wireless,” said Marcus Startzel, SVP of Sales, Millennial Media. “This strategic campaign will enable Buick to connect with more members of the community and tap into the social and viral aspects of mobile, as the highly engaged subscribers are introduced to the long-awaited Verizon iPhone.”