Drum was incredibly excited to have secured the first car product placement deal with CBS in a Carpool Karaoke Porsche special with James Corden from The Late Late Show and Maroon 5 singer Adam Levine, for its recent work with Porsche. Porsche wanted to position itself as leading the way in native communications, moving beyond standard formats and into spaces that are ‘closer’ to the editorial experience. In order to do this, Porsche had to position itself not as an advertiser but as the bringer of added value.
Partnering with The Late Late Show and Maroon 5's Adam Levine - a self-confessed Porsche lover -Drum seamlessly positioned the brand as an authentic part of the Carpool Karaoke experience, not just in the commercial spaces in between the show. The campaign sees Adam Levine join James Corden for one of his legendary Carpool Karaoke sessions in the new 2018 Cayenne Turbo. As they hit the racetrack at the Porsche Experience Centre LA they perform some of Maroon 5’s best known hits including Moves Like Jagger, Cold and Sugar.
Within 24 hours of going live, the film was trending at the No.2 spot on YouTube and over a week later, it had already racked up over 10 million views across YouTube and Facebook.
Check the Carpool Karaoke out here:
Drum, was thrilled to be brought on board for its expertise in working with big talent in non-traditional ways and using its strong relationship with the producers of Late Late Show, James Corden and CA Talent Management to ensure the Porsche experience was integrated into the fabric of Carpool Karaoke. This is the first time Carpool Karaoke has done a product integration of this scale, with numerous other car brands unsuccessfully attempting to secure a partnership.