Company: Harman International, Stamford, CT
Nomination Submitted by: Brave Dog
Company Description: HARMAN International designs and engineers connected products and solutions for automakers, consumers, and enterprises worldwide, including connected car systems, audio and visual products, enterprise automation solutions; and services supporting the Internet of Things. Leading brands include AKG®, Harman Kardon®, Infinity®, JBL®, Lexicon®, Mark Levinson® and Revel®.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Gaming & Virtual Reality
 Nomination Title: JBL X 100 Thieves Collaboration
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the nominated campaign or program - its genesis,development, planning, commission, and performance to date - OR written answers to the questions? (Choose one):
A video of up to five (5) minutes
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions, provide them in the appropriate spaces below:
- Specify the date on which this campaign or program was launched:
March 13, 2022
- Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 210 words used.
JBL and 100 Thieves came together for collaboration storytelling – bringing to life the power of true sound to drive great gaming performances. This drop collab was amplified with an extensive media/influencer event, surrounding PR campaign, and a large social media effort. A storytelling campaign launched this collab, coupling an exclusive product drop announced on March 16th, a partnership media event on March 18th, and amplifying social engagement with key influencers leading to the product drop on March 21st. From an interactive history of gaming and classic arcade game displays to exclusive product sampling and VIP performances, this drop event at 100 Thieves was packed with social-ready moments. An exclusive music performance an event attended by influencers who collectively reach +15M followers, created compelling earned media and social content.
The event created a first look, hand-on exclusive demo of this hotly anticipated product drop coming to Stock X. The VIP and influencer guest list leveraged this social announcement and wire release to re-engage media. Hands-on demo stations emphasized the features of the Quantum ONE headset while pointing out the design process, the collaboration effort and drop culture positioning. This curated event seeded gaming and lifestyle media to drive coverage and consideration for product inclusion in gift guides and gear roundups.
- Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 170 words used.
The product collaboration was promoted through a phased media approach. The product reveal was pitched under embargo two weeks prior to launch for a burst of coverage to coincide with the announcement. A product press release went live March 16th following the 100 Thieves announcement on social media. These were supported with HARMAN executive and 100 Thieves ambassador interviews secured in the week(s) leading up to the product announcement, and following to maintain momentum through 3/21 StockX drop.
The launch event at the 100 Thieves compound in Los Angeles was attended by a diverse mix of Gen Z VIPs and talent across culture – from television to music to esports – with more than 700 guests. Attending talent included “Outer Banks” stars Madison Bailey and Jonathan Daviss, Forbes 30 Under 30 honoree and actress Lexi Underwood and TikToker and “Hype House” star Vinnie Hacker. Social posts from the event were a mix of attendees’ selfies, videos of Gunna’s performance, and group shots with friends, in addition to step-and-repeat photo moments.
- Outline the activities and concrete results of this campaign or program since the beginning of July 2020. Even if your initiative started before July 2020, limit your response to activities and results since the beginning of July 2020 only (up to 250 words):
Total 60 words used.
Highlights:
- +916M media impressions, including feature stories in Hypebeast, Esports Insider, Nylon, E News, with an Earned Media Value of $2.2M.
- Hashtag trending dominance with #JBLX100T gaining 500M impressions, with 350 posts from event attendees adding 195M potential impressions, gaining a Social EMV of $700K.
- Social content added 24M Social media impressions.
- StockX drop sold in in 12 minutes!
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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