Buick Turns Pinterest Board Into Car Concept

Judging by the recent successes enjoyed by GM’s Buick division, its designers have had no problem finding the creative inspiration needed to generate enthusiasm across expanding demographics. But, that has not stopped the creative team from looking in new directions as well. Now, Buick has demonstrated how to turn Pinterest boards into new concepts for the two-row crossover, the Buick Encore.

This popular new social media network has supplied tangible and useful ideas for both interior and exterior Encore designs.

Buick ran a “Pinterest to Dashboard” contest, and the results were just announced at the New York Auto Show. Nine successful and influential fashion, food, and design bloggers were approached to develop Pinterest boards evocative of their respective passions and personal styles.

The winner of the competition was Michael Wurm Jr., a bed-and-breakfast owner from Pennsylvania. Mr. Wurm has almost four million Pinterest devotees following him. His board featured beach scenes and sea foam-inspired tones. In turn, Buick designers used these pins as inspiration for brand-new textures, color palettes, and even designs for the Encore.

Buick flew Wurm out to its Detroit design center, where three members of a special design team each presented him with interior and exterior ideas based on his theme, “A day at the beach.” He personally selected a series of exterior colors inspired by the pins on his board. The interior designs included two-tone leather seats that playfully combined sea-foam inspired colors and earth tones. The eclectic mix of aquas, light grays, browns, and warm beige tones is truly forward-looking.

Wurm’s company-sponsored trip to Detroit had an effect on him as well. “I have a totally different perspective of Buick now,” the bed-and-breakfast owner suggested.

One of the goals of this creative exercise was to further connect with a younger audience, and to exhibit a more fun and playful approach at Buick. 71 percent of Pinterest’s users are under 45 years of age, and fully 50 percent are in the 25-44 year old demographic.

A study by BizRate Insights suggests that Buick’s efforts may be well-placed. The study suggests that 43 percent of Pinterest users associate it with particular brands, and that fully 70 percent use Pinterest for their shopping inspiration.

Ultimately, Buick has promoted its “Pinterest to Dashboard” concept across Instagram, Twitter, and Facebook as well. Buick has gained valuable insight into the tastes and passions of a youthful audience, and the brand has gained expanded awareness throughout a variety of social media.

GM’s Buick division does not have immediate plans to roll out the look in an Encore production model. However, it has given Buick’s design studio an invaluable sense of how Pinterest collaborations can aptly tap into consumer tastes and sentiment.