Not your Grandpa’s Buick | How Pinterest helped rejuvenate a brand

This article on Mashable shows how an iconic but aging brand was rejuvenated for a younger demographic with help from an unlikely source—Pinterest.

Nine influential designers and bloggers challenged Pinterest fans to create boards speaking to their passions and style preferences. The ‘Pinterest to Dashboard’ contest was a strategy to crowd-source ideas for the interior design of Buick’s luxury Encore to appeal to a younger audience and display a ‘playful’ side to the brand personality.

The contest winner—Michael Wurm Jr—was flown out to the Detroit design HQ to choose from three designs based on his Pinterest board. Michael, a bed and breakfast owner who has 4 million Pinterest followers, chose sea foam-colored themes and beach scenes as inspiration for his color palate.

Ven Lei, a Buick interior designer,  said the brand has already received a “tremendous outpouring of input" from the Pinterest community. "It’s been invaluable,” she said.

Watch the video.