Case Study of Branded Content in the Automotive Industry

Abstract

The chapter aims to analyze the case of musical branded content for a car brand. In a global universe where the saturation of traditional advertising is a fact, the automotive sector seeks to interact with its target audience by offering them audiovisual pieces that connect with their emotions through its brand. In this chapter the authors will analyze an action carried out by the Citroën brand: The Road Song DS3. The research yields interesting results. On the one hand, the brand opted for the creation of branded content to connect with an audience with which it could not otherwise connect, and on the other, to strengthen relations with the press, since the contracting of content with the media serves as economic support, generating a positive engagement between the two.