Buick partners with Reese Witherspoon's book club to bring podcasts, audiobooks to SUVs
In 2020, Ford, Ferrari, Lotus, and Lexus have made their own podcast news. Now, Buick joins the party. The General Motors division will be incorporating selections from actress Reese Witherspoon's popular book club, Reese's Book Club, into Buick's infotainment experience, allowing drivers to select from a specially curated collection of podcasts and audiobooks.
Reese's Book Club is part of the Hello Sunshine media company. Hello Sunshine is also involved in television series production and live event production.
The Buick-Hello Sunshine partnerships is a first-of-its-kind band partnership. Demographically, the two brands are well-aligned. Fifty-fiver percent of Buick buyers are women according to J.D. Power.
The Reese's Book Club app is currently available on the Buick Encore GX.Photo courtesy of Buck
How does it work? Reese's Book Club is integrated through an in-vehicle touchscreen app on the SUV's infotainment touch screen. Once drivers select the app, they can experience the audiobooks and podcasts. Reese's Book Club caters to women offering female-centered stories. It has 1.7 million followers on Instagram and has influenced numerous books to rise to the top of the New York Times best-seller list.
"Hello Sunshine shines a light on women, creating and telling stories that put women at the center, and that's something Buick wants to be a part of," said Kate Hrabovsky, Buick advertising and media operations manager. "As more women are making vehicle-buying decisions, we want to be thinking creatively about how to offer more driving experiences tailored for them."
It is now live in the Buick Encore GX with compatible hardware, with most other newer Buick models getting the app in early 2021.
"We're thrilled to partner with Buick on this exciting new venture," said Hello Sunshine CEO Sarah Harden. "Reese's Book Club is driven by a powerful community who appreciate authentic, quality storytelling, and we're excited to further expand this community with Buick."