Clients: Cadillac and XM Satellite Radio
Job: To promote the 2008 Cadillac Escalade and D.C.-based XM Satellite Radio using XM’s weekly radio show featuring Bob Dylan.
Agency: Modernista!, based in Boston
Concept: One of XM’s key original-content shows is Bob Dylan’s hour-long “Theme Time Radio Hour” on Wednesdays. When XM officials learned he was planning a Cadillac-themed show highlighting the car’s influence on popular culture, they seized the opportunity to kick off a cross-promotional campaign for the satellite radio provider and Cadillac’s 2008 Escalade, as XM Radio comes standard with the car.
The Plan: Last week, the companies started their television media campaign, running ads on cable networks including CNN Headline News, CNBC and the History Channel that will air through 2008.
The online campaign includes placing a two-minute, behind-the-scenes video of Dylan’s television ad shoot on a prime spot on the YouTube home page. The print campaign will start Nov. 2 with a two-page spread on the front inside cover of Rolling Stone’s 40th anniversary issue.
Creative Team: For Modernista!, Gary Koepke (executive creative director and art director), Lance Jensen (executive creative director and copywriter), Nathan Naylor (creative director and art director) and Dave Weist (creative director and copywriter).
Background: This is the second season of XM’s “Bob Dylan’s Theme Time Radio Hour.” The company features other original-content shows with artists such as Tom Petty and Ludacris.
Working on Next: The company will promote its college football coverage and will begin a campaign in November promoting XM Satellite Radio as a holiday gift.
