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Seat enters branded content arena with 'Seat Sex Drive'

Seat enters branded content arena with 'Seat Sex Drive'

Sporty Spanish car maker Seat is trying once and for all to settle the age-old argument over who are the better drivers: men or women.

'Seat Sex Drive' – an exciting new reality show from SEAT and Fifth Gear – will be the ultimate driving challenge, putting drivers through a series of challenges to determine who should have the bragging rights - the girls, or the boys.

The activity is being supported through a media partnership with IPC, PR and social media. Seat – a member of the Volkswagen Group - is using the activity to build awareness, engagement and loyalty among 18- to 44-year-olds who are in the market for a new car.

Contestant recruitment starts this week through Facebook and the UK arm of the car maker’s Club Seat website. A public vote will then determine the 300 drivers who will be invited to a series of driving auditions in the professional surroundings of Prodrive Proving Ground in Kenilworth, Warwickshire later this summer.

After the live auditions at Prodrive, eight drivers (four girls and four boys) will be selected for the Grand Final which will be filmed and aired as a seven-part online reality show.

The show will be presented by Fifth Gear’s Vicki Butler-Henderson and Jonny Smith. And like all good team challenges, both the boys’ and girls’ teams will be assigned team captains to help them in their battle on the Tarmac. Helping the men will be ‘adrenaline junkie’ Jack Osbourne while supporting the women will be Big Brother presenter Emma Willis.

Driving the most potent Seat yet offered for sale in the UK – the awesome new Seat Leon Cupra R – the finalists will complete a series of tests with intriguing titles such as “Cops and Robbers” and “Gladiators’ Arena”

As well as bragging rights, the team and individual driver that comes out top will win an amazing SEAT motorsport experience, the details of which are being kept top secret right now.

Seat supports a host of drivers and teams, both here in the UK and on the Continent, in the World Touring Car Championship.

And everybody entering Seat Sex Drive will automatically become a member of Club SEAT, which means they’ll be first to know about upcoming Seat-sponsored experiences and competitions to scoop VIP access to amazing experiences including music events like the Reading & Leeds Festivals, the BTCC, UEFA Europa League, Scottish Football Association and Rugby Union.

Seat UK Head of Marketing, Steve Robertson said: ‘Seat Sex Drive will provide excitement and tension in spades, as well as answering the all-important question of which is the stronger sex behind the wheel.’

To register your interest in taking part in the Seat Sex Drive challenge visit SEAT Sex Drive was developed by Seat’s interactive agency AnalogFolk.

Media planning and buying was handled by MediaCom. The reality show will be produced by North One Television whose credits include Fifth Gear and The Gadget Show.

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