JAWBREAKING TAKES PLAYLIST BY STORM

OBJECTIVE

TO DRIVE ONLINE CONVERSATION AROUND JAWBREAKING PRODUCT AND BRAND STORY, ENGAGE WITH INFLUENCERS AND INSERT JAWBREAKING INTO THE LIFESTYLE OF THE HIGHLY ENGAGED INTERNET AUDIENCE. 

GAME PLAN

INFLUENCER: PRE-GIFTING AND REAL-TIME APPEARANCES AND GIFTING
 

By pre-activating influencers - whose attendance was promoted and confirmed - with real-time appearances and gifting, JAWBREAKING generated word-of-mouth buzz during the event.  Each influencer, stopped by at seperate times to shop the "store" and engage with consumers - pictures, autographs, etc. The gifted influencers also shared their JB swag with their online following as part of their organic promotion of the Playlist weekend. 

CONSUMER ENGAGEMENT: INTERACTIONS WITH FESTIVAL ATTENDEES
 

 

Through social media (specifically Twitter) JAWBREAKING was able to draw in attendees through call-to-actions and engagement. A Twitter "contest" calling for speedy consumers to bring Starbucks to our very tired JB Team, in exchange for the chance to pick any product from the site was off-the-cuff (yes) but indeed effective. The big surprise for guest was the Alexa Losey scavenger hunt and meet-up. The YouTube star created the hunt for her audience and incorporated Jawbreaking product and then ended at the JAWBREAKING booth. Losey then posed for photos, authographs, and more. 

POST EVENT DIGITAL CAMPAIGN



In an effort to sustain buzz surround #PLAYCHELLA , the JB Team handed out exclusive promotional codes offering additional discounts on the website directly after the event. This was paired with the an "in-store" photobooth where consumers were encouraged to post pictures of them with the lifesize JAWBREAKING ads and members of the team. Lastly, post-event gifting amplified the online conversation with influencer engagement and content. 

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