James Morrison to promote Fiat mini-MPV with online show

by Jacquie Bowser, Brand Republic 04-Mar-09, 15:15

LONDON - Fiat's new Qubo mini-MPV is sponsoring an online show by singer songwriter James Morrison.

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Read our Celebrity Sellout blog as James Morrison joins our Rogues Gallery

The show, starting at 8pm tomorrow on a Qubo microsite hosted by MSN, will feature Morrison promoting the Qubo in an introductory video.

A separate promotional video of the new mini-MPV will also feature, along with a testimonial video by Qubo owners.

Morrison's never before released videos and exclusive performances will also be accessible on the site, plus free downloads will be offered to those registering their details.

Users will have the chance to win a Qubo for a year, as well as a test drive, signed James Morrison merchandise and tickets to his UK tour.

Fiat's campaign will also appear as a home page take-over on MSN's motoring, lifestyle and music sites for the duration of the day on Thursday.

Elena Bernardelli, marketing director at Fiat UK, said: "The Fiat Qubo online event will feature in customers' own homes, but with all the benefits of a real event, including music performances, testimonials, and goody bags to be "taken home".

"This is an amazing opportunity for us and our dealers to showcase our dedication to break the barriers, and lead by using a digital platform to promote our fantastic products like never before."

The Qubo microsite will remain open until the end of March.

Comments

Andrew Akuffo - 05/03/2009

Interesting article. Brand / Artist partnerships are becoming all the more prevalent. It brings up many questions. Is this partnership the right fit? Will it help or harm on both sides? Do people even care about the association? Time will tell. The biggest question however is, since when did Brand Republic become the guardian of all things credible? A marketing portal \(I think that's what this is?) creating a blog that singles out artists as 'Sellouts' for wanting to increase their revenue!? Not very helpful to the marketing-based industries nor the music industry!

James Newman - 06/03/2009

I can't see the association myself and I definitely can't see James Morrison driving that car; it's awful. I'm no Morrison fan, but this campaign looks like it will damage his profile and credibility more than it will Fiat's.