Car brands turn to digital media to promote their latest models

Nissan, Seat and Skoda are rolling out digital campaigns as car marques ramp up online activity ahead of the seasonal launch of new models.

Bonita Norris Nissan
Bonita Norris Nissan campaign

Seat has kicked off two online initiatives to associate the brand with music and a younger audience.

It’s sponsoring a cross-platform Channel 4 music show in partnership with Universal Music and brokered by MediaCom. The show, called On Track with Seat, will feature artists such as Ellie Goulding performing intimate gigs at London’s Metropolis studios.

Fans can win tickets to the show, as well as to the Reading and Leeds Festivals, via Club Seat, the car brand’s online loyalty site.

Seat is also using the site to launch an online treasure hunt. People can follow Twitter and Facebook updates to locate a Seat Ibiza Good Stuff as it drives around the country.

Visitors can also add tracks to a Seat Spotify playlist, winning prizes if their track is playing as the Seat Ibiza arrives at its destination.

Activity was developed by digital agency Analog Folk and follows a partnership with Five’s Fifth Gear.

Nissan is rolling out a digital campaign for its Crossover range, called Journey to Urbanproof.

It’s hosting a series of videos and exclusive content at, developed by Digitas, designed as an interactive art installation telling the story of how the company developed its Crossover brands, including the Qashqai, Murano and upcoming Juke.

The campaign, which features integrated marketing activity, is designed to affirm Nissan as the pioneer of the Crossover car.

Meanwhile, Skoda is to launch its first social media campaign to boost its popularity with young motorists.

The Volkswagen-owned brand is working with its digital agencies Archibald Ingall Stretton and Fallon to debut its social media strategy to promote the launch of its Fabia vRS model to motorists aged under 32.

This story first appeared on

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