Fiat Chrysler Automobiles (FCA) has quietly been courting record labels to bolster its media impressions, in a complementary strategy capitalizing on the high viewership figures of music videos.
The car marque regularly sends its models to record labels in order for its brands to appear in video form outside their own paid media plans, according to the company’s chief marketing officer, Olivier Francois.
The strategy began as a “little experiment” four years ago but has since paid dividends: Francois reported its brands have been featured in music videos that have collectively amassed 20bn YouTube views.
This figure has risen from the 7.8bn reported Read full story ›
Source: The Drum
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