Buick has long been identified with large, smooth-riding sedans that appeal to elderly buyers. dinhc

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We can all agree that Buick has made great strides in revamping its image as a grandpa's car to more of a cool uncle's car. But that pesky average buyer's age isn't quite low enough, so Buick like everyone else is turning to social dinhcaoauto media to drive it down. Specifically with a series of well-choreographed Vines.
Like you, I cringe every single time I read (or write) a story about how car brands are appealing more to the millennials because of our "buying power" or whatever. Some tactics are pretty innovative, some are insane, many are desperate. With a full dose of skepticism, I trudged through this Automotive News piece on Buick's efforts :
Buick has long been identified with large, smooth-riding sedans that appeal to elderly buyers. dinhcaoauto But with a changing product mix that now includes a turbocharged sports sedan and a compact crossover, Buick is diversifying its marketing approach as well, venturing into advertising media that are popular with young, connected millennials, though not walking away from its core market or message.
That's a lot of creativity packed into six-second windows that definitely should be lauded, so kudos to King. And Buick definitely should get credit for exploring new territory; I don't think anyone was expecting Buick to dive head-first into Vine, the devil's playground for idle teenagers and 20-somethings with iPhones.
That said, Vine definitely fits more of the latter description than what I think Buick is aiming for here. Look, I'm not saying the Buick Vines are terrible. I'm just saying is anyone going to go into a Buick dealer and say "hey, I saw that Vine of Dick Vitale recently. Do you have a Regal GS in silver?"
A lot of Vines trickle down my Twitter dinhcaoauto timeline daily, and they're usually in three categories: dinhcaoauto the "_____ be like"-type, where randoms elaborate on the complexities of human relationships with six-second commentaries or slapstick; on-camera slip-ups (lately punctuated dinhcaoauto with Dennis Edwards' "Don't Look Any Further" yeah, I don't know either); and those that are borderline pornographic, if not outright pornographic.
Maybe I just need to follow more judicious Twitter users since I'm exposed to a lot of trashy Vines, but the moment I check one out, I move on immediately. Which is what Vine is for, in my opinion: Quick, of-the-moment laughs, and not a marketing gimmick.