Cypress, Calif. –
teamed up
with nationally known rock band the All-American Rejects for its third annual
Turn Me On promotion, which features the band in an
that will also
appear on JVC’s video billboard in New York’s Times Square.
The promotion
also includes a PR campaign, online banner ads and radio promotions.
JVC’s previous
two campaigns featured less-well-known bands, the Darling Stilettos and Charm
City Devils.
Marketing GM Chad
Vogelsong called the rock group “a perfect fit for our brand identity,”
citing the group’s “popularity to our core customer and lifestyle message.”
The video will promote
such JVC products as the new KW-NT3HDT in-dash navigation receiver and the El
Kameleon KD-AVX77 CD/DVD receiver, which put in an appearance in the previous
two Turn Me On campaigns.
In the new video,
band members hijack their tour van to race to a rock show in Los Angeles while
they’re chased by cars full of female fans. Songs by the All-American Rejects
playing throughout the video are “Dirty Little Secret,”
“Breakin,’ ” “Real World” and “Night Drive.”
JVC teamed with
DUB magazine and male-lifestyle Web site
as campaign sponsors, with EgoTV hosting the video and providing marketing,
promotion and channel development. On EgoTV’s Web site, the video will be
accompanied by a behind-the-scenes “making of” video with interviews
of the cast and crew. Users will be able to grab embedded codes and site
links to spread the video around the Web. The page also includes an email
opt-in area to capture JVC Mobile fan emails. The page’s “locate now”
button takes users to the dealer locater page of the JVC Mobile website.
For one month, the page will also feature a free MP3 download of the
viral video soundtrack before it is available for purchase.
EgoTV reaches more
than 10 million unique visitors per month, the company’s Web site claims.
DUB Magazine
featured The All-American Rejects and the campaign on the cover of the May/June
issue.
For the past two
years, JVC’s viral video campaign has significantly helped increase sales, said
JVC mobile entertainment VP Bill Turner, “and we anticipate even bigger results
from this year’s campaign.”
The featured
product in this year’s campaign is 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 is 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, the company said. The service is free to
purchasers.
The KW-NT3HDT is
JVC’s first nav unit with built-in HD Radio and first double-DIN product with
built-in HD Radio. Other features include USB Host port, embedded Bluetooth,
and 400MHz CPU for quick route recalculation and 15-second nav-system start-up
time.
