JBL is currently offering an interactive, digital experience to consumers, based on turning tweets sent to the company's account into music tracks.
Consisting of a total of four sweepstakes that run through February 10, the campaign invites participants to "type any message of up to 140 characters," including the #JBLTweetMusic or #JBLGrammys hashtags, and send them to @JBLAudio.
Received tweets are run through an algorithm that will match characters with sounds and create a personalized, bite-size soundtrack for each user who participates. The brand's mini site allows users to try different combinations before nailing the right mini song.
Though the campaign is based on tweets, the Harman subsidiary clearly states in its official rules that the campaign is "in no way sponsored, endorsed, or administered by, or associated with, Twitter."
Winners of the sweepstakes are notified via Direct Message and need to respond within three days of receiving the message.
The prizes consist of a series of JBL equipment, except for the top one, which will grant the winner a full three-day trip to the 2015 Grammys in Los Angeles. Based on the prizes, it is highly likely that the campaign will then shift into its second phase as the winners will become brand ambassadors at the event. We foresee a scenario where winners will be participating in more interactive content to engage fans of the brand during the event.
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Liva Judic joined Search Engine Watch and ClickZ in May 2010 as a news blogger. She has lived and worked across the globe in Madagascar, Switzerland, London, NYC, Asia and is now based in between New York and Berlin.
Her background is in government relations and financial media where she started out as a journalist at Bloomberg and became senior editor at AFX news (now part of ThomsonReuters). Prior to forming her own consultancy Judic was head of international PR for a head of state.
Judic focuses on facilitating brand and marketing transitioning for European startups moving to the US. She has been named one of the Top 50 Industry Influencers of 2014 by AGBeat
March 19, 2014