SEAT / SEX DRIVE AND SEASON OF MUSIC

26 July 2010

Automotive brand targets youth market with interactive campaigns

Brand: SEAT
Media Type: Branded Entertainment; Online
Product Category: Automotive; Music; Public Awareness
Country: UK
Source: News
Agency: AnalogFolk / London
Tags: Volkswagen; Facebook Connect; Spotify

SEAT has teamed up with AnalogFolk, London; a new agency that encourages interaction between brand and consumer, focussing on 'how digital can make the analogue world better', according to founding partner, Matt Dyke. Two new campaigns are underway incorporating music and motorsport to draw in the brand's target youth audience.

SEAT Sex Drive launches a branded entertainment battle of the sexes, pitting eight men and women against each other under the captaincy of Jack Osbourne and Emma Willis. The driving-based auditions are taking place on Facebook with hopefuls challenging a friend of the opposite sex to take part. The competition will see the teams going head to head at a racetrack showing off their handbreak-turns and parallel parking. "The blend of Facebook-powered participation and real-life motorsport, backed with the authenticity of Fifth Gear will really connect with younger driving audiences' hopes AnalogFolk's Matt Dyke.

The new SEAT Ibiza Good Stuff social music campaign aims to raise awareness of the SEAT Season of Music - with 'money can't buy' music tickets that can be won during a 12 week competition. Consumers are invited to submit music tracks to a Spotify playlist each week for the SEAT Ibiza's journey to secret city destinations - the person who suggested the last track playing in the car as it reaches its destination will win the tickets. Chances to win can be furthered by following the car's journey on Facebook where clues to the secret destination will be given. Kevin Sutherland, technology and innovation director at AnalogFolk explains 'using the Spotify API to connect and involve music audiences with a physical car is an exciting way to bring real world relevance to the SEAT music campaign'.

SEAT is part of the Volkswagen family, but currently has the lowest brand recognition in the VW stable. These two interactive launches mark a concerted effort by SEAT to connect with its target youth audience. Dyke says that 'over the last six months the brand has turned everything on its head' with SEAT's focus on associations with music, football and driving / motorsport. "SEAT are connecting with younger audiences by blending digital technology with real world experiences to create compelling interactive entertainment that gets talked about" says Dyke.

The sites for both launches are well thought out and contain compelling extras such as exclusive music downloads and the chance to vote for forfeits for the losers of the Sex Drive competition. The Facebook content compliments the launches well - with over 3,000 followers already, the collaboration with AnalogFolk looks set to achieve SEAT's desired outcome of a stronger footing in the youth market.