Los Angeles — JVC Mobile said it set a new record in viral video on Heavy.com for its new campaign for JVC El Kameleon in-dash car audio/video receivers.
The company eschewed the typical print-advertising campaign in favor of a rock-star-studded Internet video that aired on Heavy.com, a YouTube-type Web site aimed at young males.
The video stars artists Josh Todd of Buckcherry and Jacoby Shaddix of Papa Roach and includes a new Motley Crew single, “Saints of Los Angeles.” It also includes the male magnet triumvirate of sexy women, a 1972 Chevrolet and a car stereo.
JVC claims the video received 100,000 hits and was embedded in 317 sites within 24 hours, setting a record at Heavy.com.
“The most effective way to reach our core customer, 18- to 35-year-old males, is where they now go for their entertainment and information — on the Web,” said Chad Vogelson, marketing GM for JVC Mobile.