Destination Anywhere
JBL audio equipment is so good, it’s like hearing live music. We tapped into that notion by creating the
“Destination Anywhere Tour.” We teamed up with the “The Roots” and created a virtual concert tour, complete with a micro-site, posters and concert t-shirts. We even wrapped city buses to look like tour buses. The campaign got
JBL back on track with a whole new market. In the end, we made a small budget look big, and increased web traffic and sales.
Concert t-shirts were given out by street teams and radio stations.
The back of the t-shirt revealed the twist. Instead of normal music venues, this tour showed up in places closer to home such as your bedroom and backyard. With JBL, anywhere you go is like a live performance.
Street teams also gave out miniature brochures that looked like concert tickets.
City buses in New York, Chicago and LA were wrapped to look like tour buses.
Wild postings were placed in urban areas where concert posters are typically hung.
People could download free music.
We also encouraged people to create their own music videos. The best ones were posted on the site.
And, of course, JBL products could be purchased so people could enjoy "live" music "anywhere".