Recently, a wave of musical artists and brands have made prominent appearances. Two months ago it was in the form of Shakira’s “La La La”, sponsored by Activia. Now it’s Scottish singer Emile Sandé, banding together with Jaguar as part of their new campaign.
Sandé’s aim in this partnership is to both crowdsource a new song by using “photos, words or sounds” to describe feeling exhilarated, using #FeelXE on social media – the same hashtag for the Jaguar XE Sports Sedan. This new song will be dedicated to the sedan and will be unveiled during an “audio-visual” spectacle to mark the launch.
Why I’m Curious:
With the rise of content-based marketing, and on the heels of the success from the Activia sponsored Shakira spot (becoming the most shared ad, surpassing Volkswagen’s “The Force”), this new collaboration between Emile Sandé and Jaguar brings high attention to this type of strategy. In addition to linking to a celebrity, this also allows Jaguar to jump through some of the licensing hoops for ads. Although the cost of this effort is unknown, it appears to be both an efficient and effective way to blend brands into content, aside from the norm.