During their time as official Automotive sponsor of the American Music Awards telecast, FCA figured out a very cool way to make this partnership work in their favor yet again.
If there’s one thing the FCA group knows how to do with their spots is be entertaining, as they’ve proven time and time again. The automaker collaborated with Atlantic Records’ singer Charlie Puth where the latter created a new interpretation of the song specifically for promoting different FCA models, along side other stars such as Brett Eldredge, Ty Dolla $ign and Sofia Reyes.
This was FCA’s second consecutive year as AMA sponsor, teaming up with not just one, but three of the world’s largest music companies, creating custom television commercials featuring some pretty big names from the recording industry.
“For the second year, FCA is taking automotive ownership of the American Music Awards, this time aligning with not one, but the world’s three most powerful music companies and the biggest names in the recording industry, to create custom music content that leverages itself against the strength and diversity of our brand portfolio,” said Olivier Francois, FCA CMO. “The use of music in this campaign gives us the opportunity to connect with Millennials through a shared passion. Our strategy to approach each brand like a ‘playlist’ enables us to reach across genres, allowing us to check two of the most important marketing ‘boxes’ – brand building, giving each voice a distinctive persona, and relevance to a targeted audience.”
The first video features plenty of eye candy, good music and quite a few cool FCA models such as a RAM truck, a couple of SRTs and even the trendy little Fiat 500X. The song itself is called ‘One Call Away’ and is set to make its way onto Charlie Puth’s YouTube channel in the form of a longer three-minute video.
The second video is a 60-second spot featuring four of Interscope Records’ top rising stars. Here, BØRNS performed “Electric Love” for the Chrysler brand, Tory Lanez “Say It” for the Dodge brand, the amazing Skylar Grey sang “Cannon Ball” for the Ram brand, and Pia Mia went with “Touch” for the Jeep brand.
This collaboration between FCA US and some of New York and Hollywood’s top music labels has led to over 3 billion views on YouTube in official music videos featuring product integration.
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