SEAT test drives free music

Spanish automotive brand SEAT is offering 50 free music downloads to entice people to venture down to their local dealership as part of an ongoing collaboration with Universal Music.

Not content with merely netting 50 tracks for just stepping in the door, visitors will be able to secure a further 50 downloads if they take a spin around the block in a shiny new SEAT vehicle.

Before you ask, it’s not restricted to a handful of obscure songs or tracks everyone already owns, in fact the tracks can be selected from a broad range that includes thousands of artists from the Universal catalogue.

In total around 750,000 songs will be given away by SEAT this year, amounting to nearly 2.6 million minutes of free music.

In support of the dealership promotion SEAT will also be offering up exclusive music content in conjunction with key Universal artists via its Facebook and Twitter destinations as the brand takes its long-running music efforts truly social for the first time.

“We want to extend our target demographic to encompass a younger age group - which music and social networks are perfectly tailored toward,” said Steve Robertson, head of marketing for SEAT UK.

Although dealership side downloads are not exactly a new concept, the giveaways – backed with unique social media content – continues to bolsters the brand’s underlying music strategy.

Universal and SEAT recently won the Music and Brand Partnership of the Year title at the Music Week Awards for the ‘On Track with SEAT campaign, a clever bit of advertiser funded programming which saw acts such as Ellie Goulding and Robyn recording unique cover versions in one studio take. The second incarnation of On Track goes live in September.

SEAT also teamed up with Shakira (an ambassador for the brand since 2007) last year on a major digital campaign, which included sponsorship of her European tour, as well as delivering the rather fun Human Car Wash activation at a number of UK music festivals.

Back to Source