Let's say you've got a brand that's got a bad reputation. Let's say your parent company has had a rough few years and your particular brand is more commonly titled in conjunction with retirement than with passion and excitement. And let's say you've got a pretty solid product just solicitation for people to take a look? What do you do to get Gen-Y to acknowledge your existence? Free booze? A free concert? A big party in Boston, Dallas, San Antonio, Chicago and Miami?

If you're Buick and you've got the new, Acura TSX / Audi A4 fighting Buick Regal GS, that's exactly what you do.

Buick calls the tour the Regal Remix and if you're addicted to Thrillist, you've seen the updates and ads. Free drinks, a free show, free appetizers (free valet in some) and your chance to stare at / paw in the entire line of Buick vehicles without salesmen or pressure. Chances are, these are the first Buicks most have been in and Buick is hoping they're impressed.

Late last week, we attended the Buick Regal Remix event in Miami which featured the release of the 2012 Buick Regal GS. By now you've read all about it, but here's a brief recap: Turbocharged 255-horsepower Ecotec inline-4, 20-inch rims, six-speed manual transmission, front wheel drive, push-button start, Brembo brakes.

But this event didn't really cover that. They mentioned the 255-horsepower, they talked about the other vehicles in the Buick line, but this was no timeshare scam. No hard sell, no hand-outs, no, well, anything. The presentation by Buick took less than five minutes– during which time the open bar was still open and the snacks were still being passed out– and then it was a free 90-minute concert by the Plain White Ts. "This is the longest show we've ever played," said the band who hasn't been touring this year to work on a new album "but Buick paid us to play 90 minutes and we're gonna try!"

Not only did they try, but the few hundred in attending got two hours of the band who, obviously, concluded their set with "Hey There Delilah," and played a few unreleased tracks from their new disc.

And in case you're wondering, the band only mentioned Buick twice, once with the aforementioned quote and the second time before the last song when they thanked everyone for showing up and Buick for hosting a free party.

So did it work? Who knows. But as you can see above, there are more smartphones in that one shot than owned by all current Buick drivers combined, that has to be good. And when these people go to buy a new car — unless they had too many Regal Remix cocktails — will remember this night, that they got to sit in some nice cars and that Buick place it on. Really, when was the last time you saw girls diversion in front of the open hood of a Buick?

If the Regal Remix goes to your town, don't miss out. It's free. What else do you need to know?