Buick and Harman/Kardon Create Documentary For Hellogoodbye’s New Track
One of the world's oldest car manufacturers co-produces a straight-to-consumer behind-the-scenes look at the indie band's newest song.
Iconic American automobile company Buick, together with audio equipment company Harman/Kardon, produced a straight-to-consumer documentary, titled “One From the Road,” which showcases indie band Hellogoodbye as they take a two-day road trip through the Nevada desert in the new 2012 Buick Regal Turbo. Throughout the trip, the band wrote a new track called “Killing Time,” which is now available as an exclusive download on Buick’s Facebook page.
Executive Director of Digitas Boston and Detroit, Barbara Goose says:
This is the first time that an auto brand has taken such a big role in the creation and digital debut of a new song. 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. It’s literally brand content that rocks.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.