The Late Late Show With James Corden has a new episode of its popular series Carpool Karaoke rolling out this week with Adam Levine. None of that is particularly out of the ordinary for the program. What’s different this time around is that the franchise partnered with a car brand, Porsche, to bring the latest karaoke session to life.
The Carpool Karaoke franchise has been relatively selective with brand partnerships in the past. Its last high-profile partnership was in 2016 when CBS announced plans to work with McDonald’s and Coca-Cola for a segment with singer Selena Gomez.
That partnership started the “Sip. Share. Win!,” sweepstakes, which all three companies participated in. It included The Late Late Show and Carpool Karaoke branding on some McDonald’s packaging and a chance for fans to record their own karaoke bits using Shazam and McDonald’s Coca-Cola cups.
This time, the product integration is seamless, making it feel more natural than a straight ad campaign for Porsche. When Corden and Levine hit a race track for a friendly driving competition, there are a few exterior shots of the 2018 Cayenne Turbo, a few close-ups of the Porsche logo and a quick note that the car has heated seats.
The combination of Corden, karaoke in the car, major celebrities and brand tie-ins seems to pay off. Corden’s trek with Gomez garnered nearly 86 million YouTube views. Most segments of Carpool Karaoke tend to reach viewers in the millions (one with Justin Beiber scored 133 million views, while Mariah Carey’s ride reached 31 million), so it makes sense that a brand would want to hop on a partnership opportunity like this one.