The luxury car brand has partnered up with indie band Hellogoodbye to create a short documentary and an exclusive new song. Hellogoodbye created and recorded the song, inspired by a roadtrip through Nevada, in just two days.
The documentary, entitled “ One from the road”, follows the band as they drive across Nevada in a Buick Regal Turbo searching for inspiration to write a new song. It also provides a behind the scenes look at the studio recording session. The result – a track called “Killing time”- can be downloaded on the Buick Facebook page. This partnership allows Buick to get in touch with a younger audience and to introduce its customers to the new features of the Buick Regal Turbo, which is equipped with a Harman/Kardon audio system, providing a unique “concert-like” listening experience.
This kind of a creative partnership is very innovative for an automotive brand. According to Barbara Goose, Executive Director of Digitas “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.” Buick and Hellogoodbye has taken it a step further, from a typical music/automotive brand partnership to an inspiring co-creation.
It’s interesting to observe that more and more brands are partnering up with artists in original projects like this one. Earlier this year, Coca-Cola and Maroon 5 teamed up to create a song within 24 hours, streaming it live worldwide.