JBL Live
Live Music Social Network
Brief as received
Activate an “all together now” strategy by connecting JBL’s heart and soul of live music, to the JBL consumer brand in people’s autos and homes.
Design and deploy a campaign that connects the JBL Pro equipment installed at concert venues and the delivery of the best live music experiences, to the consumer JBL products live music fans buy everyday.
This solution should enable commerce, and establish a loyalty program for JBL Pro customer’s venues and Harman International.
Research & Insights
Online survey of 18-54 year old “music involved.”
High awareness of JBL brand in music category, but only associated with “High-Quality” by 25+ year olds or had JBL in their car.
Not thought of as “advanced” or “innovative.”
Live music fans had almost no knowledge that majority of concerts they attended were powered by JBL equipment.
Speaking about live music, all talked about social and logistical planning (no one to go with) was a limiting their concert attendance and their “best music experiences."
All said they wish they went to concerts more.
Re-framed brief
For the “Music Involved,” connect JBL concert experiences to JBL home audio equipment in a way that drives more live music participation and JBL purchases.
Sharpened audience definition
18-24 year olds heavy home audio listeners and 18-29 year “concert attendance” past 365 days.
Problem identified
JBL brand losing when compared to mobile and digital music brands.
The JBL brand is not attached to concert experiences.
Concert experiences are hard to plan and difficult to share.
Insight that shed new light
Seeing a new band play was the best way to discover new music, but knowing whether it was a "good taste match” before committing to tickets and “hassle” was a challenge.
Marketplace & cultural understanding
Iphone and the Apple app store has changed social planning.
The ability to share what was good and attract the group to the best experiences on the fly was exploding through social apps, like facebook, Twitter and foursquare.
Emerging Millennials no longer planned the night, they went out into it.
A new way of thinking about the product or brand
JBL is the power behind the venue, so it’s the power behind the band.
JBL is the power behind live music.
What if could match what you listen to on your phone to new bands around you in the city... Connecting you to access and rewarding you for being a fan?
Work the brief inspired
JBL LIVE
A social live music app based on, your friends and what you like to listen to most.
The application crosses foursquare, twitter, facebook with data from “Bands in Town” to create a unique live music discovery experience.
JBL Live can see live music by band across space and time, by a venue’s history across bands and across fans who were there or there now.
JBL Live enables fans to connect with other live music fans, create concert histories / scrapbooks and score “Live Fan Points on the “live leaderboard.”
More they attend live shows at JBL venues, the more JBL hooks them up with v.i.p. status, free tickets and notifications of exclusive shows from their favorite JBL venues and bands.
Results
JBL Live increased parent company, Harman International’s CRM database 20x.
It directly associated JBL retail customers listening preferences through an iTunes sync and area venues for the first time, enabling “hyper-relevant” Direct to consumer sales messages around artists and genres.
The commerce revenue generated from the JBL Live app accounts via CRM, paid for the entire application development in less than three months while connecting the JBL powered ventures and shows with consumer products in a native and relevant way.