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Buick and Harman/Kardon Create Documentary For Hellogoodbye’s New Track

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technology

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.

Don Michael Acelar De Leon
  • 16 november 2011

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.

Buick

Harman/Kardon

Hellogoodbye on Myspace

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