Volkswagen signs deal with C4 for branded music show

VW Beetle: new music show will be set in Abbey Road Studios
VW Beetle: new music show will be set in Abbey Road Studios

Volkswagen has invested in branded content with a new music show on Channel 4 to promote the VW Beetle.

The music series, called Abbey Road Studios: In Session With Volkswagen Beetle, was created by Channel 4 in partnership with the producer Michael Gleason.

MediaCom Beyond Advertising, the content arm of VW's media agency, MediaCom, has created an integrated campaign to support the eight-episode series, which begins on 14 November with Paul Weller featuring in the debut show.

The Channel 4 deal follows a recent TV ad campaign, by Adam & Eve/DDB, to promote the new VW Beetle. The agency has also created social media activity to support the new Channel 4 series.

Activity on Spotify asks users to add tracks to a "VW Beetle iconic tracks" playlist for the chance to win a ticket to the Weller session. This is supported by advertising on Spotify and Facebook.

The series will be promoted by on-air activity on Channel 4, created by The Outfit, throughout the first two weeks of November. There will also be pre-rolls and additional short-form video content online.

Nick Cohen, the head of MediaCom Beyond Advertising, said: "Abbey Road Studios has a unique place in the hearts of music fans everywhere, and we're delighted to be working with Volkswagen on this campaign."

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