JBL | Dance Off
Bringin’ the ‘boom’ back to boomboxes
The brand new JBL Boombox brings the noise louder and longer than any other portable speaker on the market. But how could this particular boombox could work its way into culture? Ultimately we decided to position and launch the JBL Boombox as "the official boombox of the dance battle" — connecting the JBL Boombox to it’s roots. They were perfect dance partners — helping propel JBL into what was happening in social dance scene.
“The official boombox
of the dance battle”
‘2 Legit 2 Quit’
We wanted our message to come from the most authentic voice possible: the hottest dance influencer in the industry.
Enter Will "Willdabeast" Adams, the owner of Imma Beast studio and a world renowned hip hop choreographer. We tapped Will to launch the first-ever interactive dance off - a social call-to-action campaign that asked people around the world to show us their best moves for the chance to win a JBL Boombox.
Gold Shorty Award - YouTube Presence
It was clear, we had a hit on our hands
The campaign busted some serious moves with 21 million total impressions and 1.36 million views, outperforming Will's other branded partnerships by 22%. More importantly, social referrals to the Boombox product page skyrocketed 196%.
