On Dec. 5, rental car company Hertz announced its partnership with concert promotions company Live Nation at an afternoon mini concert at Irving Plaza in New York City. Select fans and media were treated to a three-song set featuring Fitz and the Tantrums as well as food and beverages. The partnership is part of the brand’s Moving with Music platform that helps it connect with 20- to 35-year-old consumers.
Hertz kicked off the event highlighting what fans can enjoy through the partnership in the coming year. When concertgoers purchase tickets for Live Nation concerts on Ticketmaster they’ll also be able to rent a car from Hertz without having to visit the brand’s website. The vehicle will be preloaded with directions to the concert. Fans can personalize the experience through the Hertz Car Collection, which matches cars to concerts. (Bruce Springsteen and a Camaro anyone?) On-site Hertz will provide VIP parking. It will also feature a variety of travel themed songs on its Live Radio Stream at select facilities and programmed into its cars.
Another perk is the Hertz Music Store, offering a catalogue of music codes similar to iTunes. The currency to download Hertz music is Gold Plus reward points that customers accrue with each rental and can redeem for download codes. Hertz is also engaging consumers on social media sites like Facebook and Twitter.
“Since our announcement at Irving Plaza, our social media has been exploding with chatter on Twitter, and our Facebook fans are growing exponentially,” Jerry Preyss, vp-global innovation and brand marketing at Hertz, told Buzz. “What music lets us do is to put the Hertz brand in front of our customers in a relevant lifestyle context as they go through their lives.”
Hertz will be running a variation of this program in Australia, Brazil, Europe and New Zealand.