JVC’s Next Viral Promo To Focus On Nav

By Joseph Palenchar -- TWICE, 3/22/2010

CYPRESS, CALIF. — JVC will focus on navigation for its next online viral-video campaign launching in the spring.

The third annual Turn Me On campaign, set for a launch sometime in May, will highlight the $1,199-suggested double- DIN KW-NT3HDT in-dash navigation system with CD/DVD player and embedded iTunes-tagging HD Radio.

The detachable-face satellite-ready nav system will be the first CE device to display news, sports and weather information over HD Radio from Clear Channel’s newly expanded Total Traffic Network service, which previously delivered only traffic data over HD Radio, said Chad Vogelsong, marketing GM at JVC Mobile Entertainment. The service is free to purchasers.

To promote the nav unit, JVC will team with “a pretty large rock band” that will appear in an online video accompanied by online ads and other forms of online promotion, he said.

The video in the current Turn Me On 2 campaign featured two unknown bands — The Darling Stilettos and Charm City Devils — using JVC’s incar A/V and navigation products. The campaign included a Twitter campaign, Facebook ads, a MySpace page, and the video, which appeared on the Web and video billboards, including JVC’s highdefinition LED billboard in New York’s Times Square.

Details of the third campaign will be announced soon.