The Jeep brand of Auburn Hills’ Fiat Chrysler Automobiles today announced it has formed a partnership with the world’s first global pop team Now United to promote the Jeep Renegade through a series of brand integrations across digital and social media. The effort includes music videos and live performances around the theme of Come Together.
The Jeep announcement as global auto partner for Now United will unite its own global fan base with Now United’s more than 40 million fans and followers around the world.
Following a series of branded teasers on Now United’s social media channels through the current week, the campaign launched March 7 with the official release of the new Now United song “Come Together.” The new music video garnered 1.8 million views in the first 24 hours of posting.
“The Jeep brand is unique in that it is truly a global automotive brand, one that is instantly recognizable across every continent,” says Olivier Francois, chief marketing officer at FCA. “Our fans and followers around the world understand that passion, authenticity, and freedom drive the Jeep brand. Now United shares these same core attributes with us. As the band undertakes its summer tour with a first stop in Brazil.”
The Now United partnership will cater to first-time auto buyers through a dedicated digital and social media campaign with 15 group members to include new music, daily and weekly YouTube shows, real-time social engagement on Instagram, TikTok, and Twitter, as well as branded onstage uniforms for the band members.
Formed by “American Idol” creator Simon Fuller, Now United is the world’s first global pop team, comprised of 15 different singers and dancers from 15 different countries: India, Brazil, United Kingdom, Mexico, Philippines, Finland, South Korea, Australia, Senegal, China, Japan, Germany, Russia, Canada, and the U.S.
“Jeep is such an iconic brand and we share their powerful spirit and sense of adventure,” says Fuller. “Jeep’s involvement in our Come Together video is the first of many pioneering things we plan to do together, which will empower new ways to collaborate and engage our fans around the world.”