Buick Partners With Indie-Band Hellogoodbye to Promote 2012 Buick Regal

Buick Harmon Kardon HelloGoodbye present 'One For the Road'To promote the new 2012 Regal Turbo, Buick and Harmon Kardon commissioned indie-band Hellogoodbye – best known for their 2006 hit “Here (In Your Arms)” – as the feature of ‘One For the Road’ a short film documenting a 2-day road trip through the Nevada desert.

During the drive a film crew captured behind-the-scenes footage of the band writing and recording a new track, then listening to it through the car’s Harmon Kardon sound system.

The project presented a unique challenge for Hellogoodbye singer/songwriter Forrest Kline who explained “I like to sit and tweak with things for days for days on end”. You can be the judge whether Kline succeeded by checking out the new track ‘Killin’ Time’, which has been posted as a free download at SoundCloud.

This is yet another example of a major brand partnering with a band for a recording challenge; in March of this year Coca-Cola sponsored a 24-hour live streamed recording session with Maroon 5, while in September Polaroid and Tokyo Police Club teamed up to record and release a new cover song everyday for 10 days.

The project came from the creative minds of Digitas.

via Agency Spy.

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Randy MathesonI am a Nova Scotia raised Creative Guy, currently Director of Emerging Media at Delvinia, a Digital Strategy & Customer Experience Design Firm in Toronto. I’m a huge fan of the creative use of digital technologies in social media, marketing, sports and entertainment. I use this blog to share the more interesting examples that I find. If you’re in need of a break, join me over at Madtini.com for a cocktail.

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