Buick’s exclusive partnership with Reese Witherspoon’s Hello Sunshine media company includes integrating the star’s book club into Buick’s infotainment experience.
An in-vehicle touchscreen app will allow drivers to select from a specially curated collection of podcasts and audiobooks from "Reese’s Book Club."
The built-in app is now live in the Buick Encore GX with compatible hardware, with most other newer Buick models getting the app in early 2021.
The partnership also includes Buick vehicle placements into Hello Sunshine TV and film projects. It represents a unique opportunity for Buick, helping the brand to connect with women, a growing group of premium SUV owners, says Kate Hrabovsky, Buick advertising and media operations manager.
Buick has a predominantly female customer base -- nearly 55% of Buick buyers are women, according to J.D. Power. "Reese’s Book Club" brings women-centered stories to life for its engaged community of more than 1.7 million followers on Instagram and has propelled many of its picks to No. 1 on the New York Times best-seller list.
Hello Sunshine creates and tells stories that put women at the center. That’s something Buick wants to be part of, Hrabovsky says.
“As more women are making vehicle-buying decisions, we want to be thinking creatively about how to offer more driving experiences tailored for them,” she says in a release.
Hello Sunshine tells stories across all platforms, from scripted and unscripted television, feature films, animated series, podcasts, audio storytelling, and digital series. Every month, Witherspoon picks one book she loves with a woman at the center of the story and shares it with the book club.