PAIRING CARS WITH GUITARS
Volkswagen has a special deal going on that comes with strings attached.
Through Dec. 31, those who lease or purchase one of several 2007 Volkswagen models will receive a customized GarageMaster electric guitar from Boston-based First Act.
Each instrument will have the accompanying vehicle's identification number, and features will include custom-colored pick guards complementing the car's exterior.
Volkswagen takes this car-guitar relationship one step further. As shown in a snazzy TV campaign featuring the likes of John Mayer and Slash, these First Act guitars can be played through the cars' existing sound systems.
It all seems pretty cool, but does this match make sense? According to Kerri Martin, Volkswagen's director of brand innovation, the answer is yes. In a company press release, Martin said that Volkswagen's partnership with First Act "is the next iteration of Volkswagen's longstanding history of music."
Sure, that so-called history includes hippies in Volkswagen vans following the Grateful Dead around the country, but that history is not exactly filled with Volkswagen references in songs.
Now that's the real way to determine whether an automaker has any music history. Through the years, cars made by Ford and General Motors -- even Honda and Subaru -- have been mentioned in songs recorded by Chuck Berry, Don McLean, Bob Seger, Bruce Springsteen, Prince and KISS, among others.
As for Volkswagen, the company is mentioned in the song "Beta Carotene" by the band Modest Mouse, but it's not exactly a ringing endorsement.
Maybe the folks at Volkswagen are aware of this, hence its partnership with First Act: With every car/guitar lease or sale, the odds increase that someone will use a GarageMaster to write and record a catchy, positive Volkswagen number.
Finding a rhyme for Volkswagen won't be easy.
Volkswagen has a special deal going on that comes with strings attached.
Through Dec. 31, those who lease or purchase one of several 2007 Volkswagen models will receive a customized GarageMaster electric guitar from Boston-based First Act.
Each instrument will have the accompanying vehicle's identification number, and features will include custom-colored pick guards complementing the car's exterior.
Volkswagen takes this car-guitar relationship one step further. As shown in a snazzy TV campaign featuring the likes of John Mayer and Slash, these First Act guitars can be played through the cars' existing sound systems.
It all seems pretty cool, but does this match make sense? According to Kerri Martin, Volkswagen's director of brand innovation, the answer is yes. In a company press release, Martin said that Volkswagen's partnership with First Act "is the next iteration of Volkswagen's longstanding history of music."
Sure, that so-called history includes hippies in Volkswagen vans following the Grateful Dead around the country, but that history is not exactly filled with Volkswagen references in songs.
Now that's the real way to determine whether an automaker has any music history. Through the years, cars made by Ford and General Motors -- even Honda and Subaru -- have been mentioned in songs recorded by Chuck Berry, Don McLean, Bob Seger, Bruce Springsteen, Prince and KISS, among others.
As for Volkswagen, the company is mentioned in the song "Beta Carotene" by the band Modest Mouse, but it's not exactly a ringing endorsement.
Maybe the folks at Volkswagen are aware of this, hence its partnership with First Act: With every car/guitar lease or sale, the odds increase that someone will use a GarageMaster to write and record a catchy, positive Volkswagen number.
Finding a rhyme for Volkswagen won't be easy.
posted by Chris M. Junior at 2:45 PM
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