Winner: HARMAN International Industries Inc—JBL #CordFail Campaign Uses Humor to Drive Sales for Bluetooth Headphones
Targeting a wireless generation, HARMAN International, the 60-year-old company behind the iconic audio brand JBL, brought together an interdisciplinary team of marketing, digital and PR pros to raise awareness for the launch of the new Synchros Bluetooth wireless headphones. JBL’s digital marketing pros worked hand-in-hand with their traditional marketing colleagues and partners to develop a novel advertising campaign that would be heavily supported by a 360-degree social campaign.
To add excitement around the #CordFail campaign, JBL engaged Vine influencer Logan Paul as a partner for the program. Paul re-enacted six of the very best user-submitted #CordFail posts. The team responded to additional fans on Twitter in real time with custom creative, posting static images that illustrated their cord fail moments. The combination of Logan Paul’s Vine reenactments and JBL’s real time outreach and amplification via Twitter, resulted in two times the level of engagement compared to the JBL brand’s standard content. The six-week campaign attracted more than 3,300 #CordFail mentions on Twitter and over 28 million vine loops. Social media impressions totaled 14.4 million at a rate of over 350,000 per day.
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