General Motors went through a rebrand with their Buick division to appeal to a younger demographic. MOVES was tasked with creating grassroots strategies to maximize exposure of its new line. We created a designated driver program implemented at Coachella. Utilizing our relationships, select celebrities and media were assigned their own cars for the duration of the weekend in exchange for social media posts. Additional cars were posted outside selected hotels and events to provide safe car service in exchange for social media mentions. The beginning of social media "influencing" and the beginning of brand power at Coachella.

​

The total media impressions for the weekend were valued at more than $75 million dollars.

​

The successful launch program between MOVES and GM led to a long-term partnership with the brand that continues to grow today.