The UK division of Spanish auto brand Seat, which loves music as much as cars (and proves it all the time by launching new projects revolving around music), has kicked off a new campaign, celebrating the brand’s partnership with Universal Music, on social media platform. As part of it, Seat is offering its followers on Twitter and Facebook a chance to listen to up to 750,000 music tracks, presented by Universal Music—all this for visiting local dealers and booking a Seat test drive.

So far, the brand doesn’t specify which artists will contribute to this projects with their songs, but it may be any of performers who work with Universal Music—covers of Mika’s, Killers’ and Robyn’ albums (among others) are already pictured on the front page of the promotion on Facebook. Every person, who claims the campaign’s voucher while visiting a local dealer, will get access to 50 free music downloads from its website (plus 50 if one books a test drive with the dealer). NMA reports that “the company is hoping to add a further 7,500 test drives as a result of the campaign,” and in general Seat UK “has increased its digital spend by 20% year-on-year.”

In late May 2011, Seat UK was named the Music and Brand Partnership of the Year at the Music Week Awards for its project ‘On track with SEAT,’ designed to support emerging artists, who received an opportunity to record live sessions direct to vinyl at a professional studio in London. Broadcasted on Channel 4 Channel 4, the TV documentary series featured 12 young musicians aired in Britain last year— this September, Seat will launch a new installation of the program and will post exclusive backstage footage and interviews with the artists on its YouTube channel.

“We want to extend our target demographic to encompass a younger age group— which music and social networks are perfectly tailored toward. We’re having to work much harder to engage with our audience so any opportunity that helps create that two-way dialogue is something we want to push,” commented Seat UK’s head of marketing Steve Robinson.