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Buick Buys Social Engagement for a Song

  |  November 11, 2011   |  Comments

Works with Digitas to commission a song and music video from band Hellogoodbye.

buick-digitasTo show off the sound system in one of its new models, Buick has teamed up with indie band Hellogoodbye and digital agency Digitas to create a song and music video. The resulting effort showcases a new song from the band, as well as audio equipment from Harman/Kardon, in a Buick Regal Turbo sport sedan. The video appears on the partners' social media profiles.

According to GM-owned Buick, the car and audio gear brands gave Hellogoodbye two days to write the song - inspired by a Las Vegas road trip in a 2012 Buick. A resulting short film, "One from the Road," which appears on Hellogoodbye's YouTube channel, captures the band writing, recording and road-testing the song. There is another cut of the short film on Buick.com and Buick's YouTube channel.

The new song, "Killing Time," is available as a free download at Facebook.com/Buick. Buick has 125,000 fans.

Barbara Goose, executive director of Digitas Boston and Detroit, says the firm worked closely with Buick and Harman/Kardon on the creative conception and process for the campaign. It also filmed and edited the videos and worked with Buick on the final cuts.

Buick National Promotions Manager Chris Ayotte said the company is trying to reach a younger demographic : 18-to-34-year-olds who are music enthusiasts, social media users and "who respect the creative process and act of discovery." Hellogoodbye was an appealing choice to reach them, with its approximately 25,000 followers on Twitter, 512,000 Facebook fans and 423,000 total YouTube channel upload views.

"We were looking for a young band that is taking a new direction in their path, a band that is searching for a new sound and willing to take risks," said Ayotte.

Goose added, "From inspiring the lyrics to partnering with Harman/Kardon on the audio, Buick has uniquely integrated itself into the track in a way that's both authentic and engaging -- everything that an active brand should be."

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ABOUT THE AUTHOR

Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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