JBL: JBLiens New York

Challenge
“JBL Makes Earbuds.” It might seem obvious, but not obvious enough to Gen Z consumers. Four months into a campaign designed to spark a conversation about the perfect earbuds for everyone, JBL invaded New York City to stir up some buzz and drive traffic to the JBL flagship store in SoHo.

Approach
Trigger(House assembled and directed three separate content crews to help JBL catch everyone's attention—by having the faces of their Makes Earbuds campaign “beam themselves down” to New York City in hilarious video segments captured by our team and quickly turned around on the brand’s social media accounts. Adorned with oversized ears and the earbuds featured in the campaign, the JBLiens were spotted at various corners of the city, live streaming their head-turning journey to the JBL SoHo store for a surprise performance featuring DJ Stonie Blue and the live debut of a single from newly signed hip hop duo Flyana Boss.

Results
The combination of attention-grabbing guerilla marketing, social media takeovers, and influencer support certainly earned JBL some new believers, all culminating in a capacity crowd at the JBL SoHo Store. 1.5 million impressions across brand and ambassador social channels expanded the program beyond the city, reaching an audience of over 15 million consumers.