SEAT reinvents drive-in cinemas in Germany

Martorell, 18 May 2020

  • SEAT and the German television channel SAT.1 presented an exclusive concert with the German pop star Tim Bendzko
  • The live concert took place on 15th May at Düsseldorf's drive-in cinema and was available in live streaming
  • This activity has been rolled out in complete safety, respecting social distancing regulations

SEAT has given new life to the culture of drive-in theatres by hosting an exclusive live concert with the German pop star Tim Bendzko. With this innovative project, organized alongside the television channel SAT.1, the Spanish car manufacturer allowed new youngsters generations to rediscover the atmosphere of the unforgettable drive-in cinemas. In addition, with this activation SEAT reaffirmed its commitment to music as one of the main pillars to connect with its community, while engaging in the 2020 concert season.

SEAT’s first global drive-in concert, featuring Tim Bendzko, took place this Friday 15th of May, and fans have been able to assist in total safety both from their cars and their homes. As it was held in the iconic Düsseldorf drive-in cinema, people had the chance to get a ticket to the concert and follow it from the comfort and privacy of their vehicles, while respecting social distancing regulations. Everyone else who also wanted to join this one-of-a-kind concert was able to do it via streaming. The concert was a real success, and the numbers of assistance and views outreached the forecast.

“Once again, at SEAT we are connecting people and cars with music in an innovative way. We have turned drive-in cinemas into drive-in music experiences and cars into concert halls, to enable people to enjoy a live event in complete safety.” underlined Jason Lusty, SEAT Global Marketing Director. “Thanks to the collaboration among SEAT and SAT.1 channel, this drive-in concert was a good example of our commitment to music, offering both a live and a digital experience, available for everyone.”, added Giuseppe Fiordispina, Marketing Director at SEAT Deutschland.

Tim Bendzko is a German singer-songwriter from Belin, who first became famous with his song "Nur noch kurz die Welt retten" (Just quickly save the world), which reached the second position in German charts and was certified 3x Gold in Germany for selling more than 450,000 copies. Tim Bendzko also won the Bundersvision Song Contest and the Bambi award, recognising excellence in international media and television. Out of Germany, his songs also went platinum in Switzerland and gold in Austria.

Tickets were exclusively won

SEAT gave away a total of 120 tickets for the drive-in concert with Tim Bendzko: 100 tickets were distributed directly in trade, and the other 20 tickets were raffled by SEAT through the brand’s Instagram profile. The winners got the best positions right at the front, in the first three rows of the Düsseldorf drive-in. Those who did not get hold of the limited concert tickets could still join, as the concert was broadcaster in live streaming on SAT.1 channel (

SEAT connecting through music

SEAT, as the brand created in Barcelona and with the youngest customer base in Europe, has defined a strong strategy to connect with its customers and followers all around the world, based on three main pillars: art, urban culture and, especially, music.

SEAT offers an always on music experience both inside and outside of its vehicles. The brand has partnered with the most relevant players in the music environment and has been increasing its involvement within music year after year. Up to date, SEAT had presence and active role in some of the most well know national and international music festivals, such as Sonar, Primavera Sound in Barcelona and Oporto, Lollapalooza in Berlin and Paris, Kappa Future Festival in Italy and the Wireless festival in Germany, among others.

To bring the music experience inside of its vehicles and strengthen its position as a front runner in connectivity and music offer, SEAT models are equipped with different sound systems, the SEAT Sound and the BeatsAudio sound systems. Moreover, in 2018 SEAT was the first brand to integrate Shazam in their cars and today it also integrates Spotify thanks to Full Link technology.

SEAT Communications

Cristina Vall-Llosada
Head of Corporate Communications
M/ +34 646 295 296

Fabrizio Carpo
Corporate Communications
M/ +34 686 854 085