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 Best [PR]actices
One person’s #cordfail is JBL’s treasure in the brand's latest social campaign. To promote some of its new wireless headphones, JBL is asking fans to submit their “epic cord fails” – stories that highlight the pitfalls of using corded headphones – on Twitter and Vine. To extend the reach of the campaign, JBL also partnered with Vine celebrity Logan Paul to reenact some of the best stories submitted and create a few of his own. When the campaign ends in December, one grand prize winner will be rewarded with their own epic experience at either the NBA All-Star game, Coachella or the 2015 Grammy Awards. Plus, 100 people will win a pair of free headphones.
Adding layers of influencer marketing and user-generated content to an already clever concept has led to an impressive first week: The first two Vine videos have already gotten more than 10 million loops, 58,600 re-vines and 156,000+ likes, plus, according to Topsy, the hashtag has been mentioned more than 1,100 times on Twitter. As a result, #cordfail has already become a major win for JBL.
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