CBC has launched “CBC Music presents: The Beetle Roadtrip Sessions,” which will see CBC Radio 3 host Grant Lawrence travel cross-country behind the wheel of a 2013 Volkswagen Beetle Fender Edition, interviewing bands and recording live performances.
It’s an effort to promote the new Beetle Fender Edition – a car Volkswagen designed to mimic the look of iconic Fender electric guitars – targeting males aged 18-35. With an obvious link to the music world, it’s also an opportunity to spotlight Canadian bands across the country, said Bryan Ward, activation specialist at CBC Revenue Group Client Marketing.
Starting on the Cranbrook, B.C. and ending in Toronto on June 16, Lawrence will visit a number of cities between Vancouver and Montreal, meeting up with 19 artists along the way. Fan engagement is driven largely online; CBC is asking viewers to choose which bands they think Lawrence should meet up with, as well as recommend key roadside attractions along the Trans-Canada Highway. Aside from the usual social-media interaction, fans will also have the opportunity to meet Lawrence in person for brunch in each city he visits, and have a chance to win a Fender guitar signed by every band and artist involved.
Ward said the broadcaster got involved with the automaker when Volkswagen’s media AOR Mediacom put out a RFP. He said the CBC music community, which is similar to the target market for the Beetle Fender Edition, is what won the client over on the road trip idea.
“Normally we don’t get these opportunities,” Ward said. “For us, it’s an intensely groundbreaking activation. It’s the first time we’ve been involved in something like this.”
Content from the trip will be posted daily on a dedicated website, and a weekly best-of highlight reel will begin airing on George Stroumboulopoulos Tonight starting May 27. A finale concert will be held in Toronto on June 14.
The public broadcaster is promoting the roadtrip online, as well as with regional TV spots running throughout Lawrence’s trip. CBC worked in partnership with Volkswagen’s creative agency Red Urban on the ads.
