Luxury automotive brand Lexus is partnering up with the MOG Music Network, an aggregator of some 1,500 music websites (with 40 million monthly viewers), in order to forge ties with upcoming music talent.
The new campaign, entitled the ‘Emerging Music Discovery Experience’, sees Lexus utilising the MOG-curated music destination to deliver a branded entertainment portal offering both music and additional content from key new indie artists.
The web destination is currently championing London band Yuck, Portland’s Wild Flag, Brooklyn’s Twin Shadow and Smith Westerns from Chicago, providing tour info, bios and video content. An accompanying QR code element of the campaign will also serve up exclusive MP3 downloads.
A Lexus branded widget will also be present across the full MOG Music Network, with the QR code placed prominently in key music magazines, such as Rolling Stone.
In addition to the digital activity Lexus is also the presenting sponsor of MOG’s unofficial SXSW party, featuring Big Boi and TV On The Radio, as well as a number of the acts featured on the ‘Emerging Music Discovery Experience’s platform. Tickets for the SXSW showcase will be distributed to key Lexus dealerships in the run up to the event, presumably to increase footfall and test drives amongst an audience that wouldn’t necessarily have stepped through the door without the musical incentive.
The pitch here from Lexus is that they are seen as a facilitator of exciting new indie music content by younger, affluent car buyers, a sector the brand is eager to promote its new hybrid vehicle to. “Through the MOG platform we are able to provide rich content and engage potential customers through music and music discovery,” states Dave Nordstrom, VP of marketing at Lexus.
Leveraging the MOG network in this way not only delivers the brand into the much-coveted world of the influential music blogger, but also nets the brand an association with SXSW without actually becoming a sponsor of the event itself. Whether the MOG party can rise above the sea of branded activity at the first big music event of the year, however, remains to be seen.