Ultimate Ears MEGABOOM Global Launch
Tags
Activations, Creative, Influencer Branding, Public Relations, Social Media
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BRIEF
UMM was employed to conceptualise an interactive media event to launch the UE MEGABOOM and also seek PR placements for Ultimate Ears’ SVP and General Manager, Rory Dooley, during his trip to Australia.
More specific objectives were as follows:
- To promote the UE MEGABOOM to lifestyle and technology media as a must-have ‘Australian-ready’ lifestyle accessory.
- To highlight the unique functions of the MEGABOOM at the event, namely it being fully waterproof, thus separating it from the UE BOOM and competing speakers on the market.
- To increase awareness of the Ultimate Ears brand and the UE MEGABOOM through social media, plus pre- and post- event press.
″Initiate a connection between the UE MEGABOOM and the Australian Summer lifestyle.″
- The UE MEGABOOM launch was well-attended by both media and celebrity guests alike.
- The launch took place at Andrew (Boy) Charlton Pool, Sydney, with Olympic gold medallist Liesel Jones among the attendees.
- Promo models walked around the event with selfie sticks; these images were then printed out on the spot.
- To tie-in with the ‘Aussie BBQ’ theme of the event, a venue overlooking Sydney’s iconic Harbour was selected.
- Stars from Home and Away were among the capacity crowd.
STRATEGY
To initiate a connection between the UE MEGABOOM and the Australian Summer lifestyle, UMM transformed the Andrew (Boy) Charlton Pool, with its spectacular Sydney Harbour views, into an elegant ‘Backyard BBQ’.
UMM created an extensive guest list comprised of lifestyle and technology media and influencers, meaning the UE MEGABOOM debuted to industry tastemakers with instant credibility. The appearance of influencers aided live social media coverage and post-event press coverage.
To increase social media traction for the event, branded Polaroids of each photo uploaded to Instagram using the #MakeMusicSocial hashtag were printed out using an Insta Printer and distributed to guests by promo models.
Entertainment included a routine from members of the Australian Olympic Synchronised Swimming Team, who utilised the pool area and demonstrated the waterproof feature of the UE MEGABOOM.
Product sampling was held at the conclusion of Rory Dooley’s keynote speech, to ensure guests remained for his presentation, and had the chance to interact with the product for as long as possible.
- Members of the Australian Olympic Synchronised Swimming team demonstrated the UE MEGABOOM’s waterproof feature.
- Event photos were printed directly from Instagram, placed around the room, and taken by guests upon leaving.
- Pretty decent view, right?
- Astroturf added to the backyard barbie feel of the launch.
- A couple of examples of post-event coverage.
- Jake Rich made an eight-minute vlog covering the launch.
RESULTS
UMM secured runs in – among many others – the following relevant and varied online publications: Daily Mail (2.34 million unique page views per month); The Sunday Telegraph (Readership: 1.3m, Circulation: 475,959); Capsule Computers Facebook page (26K followers) and Twitter (17.2K followers); Mr Jason Grant Facebook page (5K followers); Two Blokes Talking Tech (podcast); and the Jake Rich Vlog (over 9K views).
Another benefit of the event was attendance by key retail partners, which further forged the relationship between the marketing and sales teams and retail and buying partners.
