Buick x Sports Bra Women's NCAA Sweet 16 Watch Party and Final Four activation began as a request to amplify the #SEEHERGREATNESS campaign in an effort to strengthen its connection with its female target. Buick needed to stand for more than “nice vehicles”. 

 

The 2022 #SEEHERGREATNESS campaign consisted of a mega-bus traveling to NCAA women's championship games or tournaments around the country, following the action. One-on-one candid talks with super star female athletes took place between games and engaged fans of all ages to dive deeper into the landscape of female athletics. No topic was too heavy, inequality, Title IX, and income gaps were all discussed. Fans were able to hear from their favorite athletes and engage in activities during the events.  

 

In late 2022 creatives across the US Jack Morton offices came together for a nation wide brainstorm that lasted 6 weeks. Ten bold ideas were taken to Buick marketing and the Ultimate Watch Party at The Sports Bra was underway.

 

The Sports Bra, in Portland, Oregon, is the first bar in the United States to play only women's college and professional sports on their TVs. No better venue to host the Watch Party for the Women's NCAA Sweet 16 basketball games. The weekend was filled with more candid conversations surrounding women in sports, celebrity sightings, and an unforgettable experience for all fans!

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Buick leveraged partnerships with the NCAA and TOGETHXR, and the SPORTS BRA, a bar dedicated entirely to women’s sports, to create the ultimate women’s NCAA basketball championship Sweet Sixteen watch party.

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The content from the watch parties permeated social media and reached over 1.2 million fans during the weekend with outstanding Buick PR coverage in broadcast news, digital, social and local influencers, further solidifying Buick’s position as the #1 brand among female buyers.