Chevrolet trades Spotify trials for opt-ins

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Photo credit: GM Corp.
Photo credit: GM Corp.

Chevrolet partnered with streaming music service Spotify on July 14 to offer 150,000 consumers six free months of the service in exchange for opting in to receive marketing communications from the companies. The initiative cross-promotes Spotify's July 14 invite-only US launch and the fall release of the 2012 Chevrolet Sonic.

Christi Vazquez, communications manager at Chevrolet, said the carmaker chose to partner with Spotify because the companies share similar consumer bases.

“We're looking for young professionals; we're looking at the Millennial market for this car,” she said. “People who have recently graduated from college are experiencing a lot of firsts in their lives, so that's really the target for this vehicle. It's at the lower price point. It's a smaller vehicle, but it still gives them all the fun and a lot of the same amenities you might expect from a larger vehicle.”

To obtain the free six-month subscription, consumers must submit their names, mailing addresses and email addresses on Chevrolet's Facebook page. Participants were automatically opted-in to receive product information and offers from Chevrolet's parent company, General Motors (GM), and GM dealerships. They will also receive product information from Spotify.

Vazquez said GM will most likely communicate with consumers via email because “we rely heavily on electronic communication,” as does the campaign's target consumer. She said other GM brands will be able to message consumers, but the “vast majority” of communication will be related to the Sonic model.

Vazquez said Chevrolet plans to run similar partner promotions before Sonic's launch, but declined to offer specifics.

Angela Watts, VP of marketing and communications at Spotify, said the promotion is part of a larger launch strategy that will roll out “over the next couple weeks” and will include Twitter and Facebook components as well as brand partnerships. In addition to Chevrolet, Spotify will run initiatives with The Coca-Cola Co., Reebok and Motorola, she said.

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