Fiat Chrysler sponsors virtual concert series on Facebook Live

Dive Brief:

  • Fiat Chrysler Automobiles (FCA) teamed up with Interscope Records to host a virtual concert series aimed at entertaining and uniting consumers who are staying home during the pandemic, according to a press release.
  • The Facebook Live Watch Party includes a 30-minute performance from an artist’s home, followed by an interactive Q&A with fans using the hashtag #TogetherAtHome. Participating artists include X Ambassadors (April 13), Dermot Kennedy (April 20) and Ari Lennox (April 27). The virtual events will take place on Monday evenings at 7 p.m. ET through April.
  • The brand is also using the hashtag #MusicMonday to promote these events. The performances will stream live across the Facebook channels of auto brands Alfa Romeo, Chrysler, Dodge, Jeep, Fiat and Ram, as well as on the Facebook page of each artist. The content will also be used in an IGTV series and will be posted on each brand’s YouTube page.

Dive Insight:

Streaming concerts, already an offering on social media platforms even before the coronavirus pandemic, appear to be gaining steam during a period when consumers are staying home and looking for entertaining content at the same time artists are seeking ways to engage fans. Fiat Chrysler is the latest brand to sponsor such content as marketers double down on digital media during the pandemic. Automakers, in particular, are looking for ways to get in front of car buyers now that dealerships are closed, sales are dropping and online shopping is on the rise.

By teaming up with Interscope, FCA has access to popular artists and is able to expand its exposure to the fan bases of participating artists. For artists, this offers a way to get paid following tour cancellations.

Pepsi is sponsoring a concert organized by the World Health Organization (WHO) and advocacy group Global Citizen to support the fight against the pandemic. The special will be broadcast on April 18 across a number of domestic and international networks as well as widely livestreamed on Amazon Prime Video, Apple, Twitch, YouTube and more. The event will feature Lady Gaga, Paul McCartney, Stevie Wonder, Billie Eilish and Lizzo, as well as appearances from late night TV hosts, athletes, activists and world leaders.

Verizon has been sponsoring weekly livestreamed concerts to help support small businesses suffering financial hardship during the coronavirus pandemic. The “Pay It Forward” benefit concerts are livestreamed from Verizon’s Twitter account, Yahoo Entertainment website and channel 501 on its FiOS cable service.

FCA is also focused on other efforts to coronavirus relief, per the press release. Last month, the company converted a car plant into a medical supply plant to help produce much-needed face masks for healthcare workers. The company is now creating and donating 1 million face masks per month to first responders and healthcare workers. Additionally, the company has pledged to donate 1 million meals to school children in North America.

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