JVC Reaches Millions Throught a Hi-Def Mobile Tour
To hit up young families and 20- and 30-something men, JVC put its brand into hi-def (and high gear) and rolled into 19 markets and 26 events over 185 days from June to December last year. The mobile marketing tour was designed to give consumers the chance to touch and feel new JVC technology.
The brand’s two 18-wheel vehicles focused on large turnout events like state fairs and festivals, taste festivals and NASCAR events. Brand ambassadors invited consumers to make a short film with JVC Everio camcorders, then the footage was played on LCD displays. Inside the vehicle, staffers invited attendees to dock their personal iPods into the new iPod TV. Consumers submitted personal data to play a custom video game for a chance to win a branded t-shirt. JVC grew its consumer database by over 20,000 thanks to the game; 71 percent opted-in to receive more information. Altogether, almost 12 million people toured the vehicles.