Instead of the more usual blockbuster experiential initiative at a major music festival or a high profile popstar partnership, this summer sees Ford Motor Company produce a song-writing show for US public radio.
Ford is rolling out a series of episodes in its branded music series, targeting millennials, called ‘Songs of the Road’.
Produced by songwriter Ben Arthur and Rob Reinhart, the hosts of a long-running public radio show called ‘Acoustic Café’, this 2015 initiative sees Acoustic Cafe and SongCraft Presents take song-writers on roadtrips in a new Ford C-Max Energi for ‘Songs Of The Road’.
Along the route these artists will create a brand new song which will be showcased on the programme and played live (and posted on the three brands’ digital channels.
The tracks inspired through the auto initiative include Lera Lynn’s ‘Not Home Anymore’,
Jackie Venson’s ‘Texas Nights’,
https://www.youtube.com/watch?v=qw-hGOQfagk
and David Mayfield’s ‘Steel Mill Sunday’.
The branded show sees Ford logo sitting on the radio show’s digital assets and also sees the brand amplify its road songs playlist on live streaming music giant Spotify across its millennial-relevant social media channels – like Twitter.
Behind every great road trip, there's a @Spotify playlist. What songs are always along for your ride? pic.twitter.com/07GinU4Qhq
— Ford Motor Company (@Ford) June 23, 2015
This tactic is a somewhat quieter way to reach millennials than the usual amped-up summer leveraging of a live music event.
One of Ford’s key demographics is the millennial generation and millennials do listen to public radio.
‘The goal goes back to connecting with millennials. It’s America’s largest demo group, and Ford is the top considered brand for millennials,’ says Ford experiential brand manager Ginger Kasanic.
‘Public radio listeners are thought leaders. This audience is very loyal. They’re critical thinkers, willing to try new things,’ adds Kasanic.
Comment
These days it seems most automotive brands use music as a major marketing pillar and summer is typically the season to ramp up the amplification.
But most are more showy, shouty and altogether more of a spectacle than this low-key, highbrow approach.
As millennials grow up, are they starting to outgrow flashy stunts?
While the Internet has created the ideal platform for crazy marketing stunts (think Red Bull ‘Stratos’), but it also opens up channels for more contemplative campaigns.
This seems to be Ford thinking as the heartland American car company seeks to reach them in a natural and contextual way.
Links:
Ford Motor Company:
Acoustic Café Website:
Song Craft YouTube:
https://www.youtube.com/user/SongCraftPresents
