JVC Mobile is pretty turned on by viral video. For the second year in a row, the brand has dedicated the majority of its marketing resources to creating and promoting an online music video featuring its line of El Kameleon in-car audio/visual line.
This year, up-and-comers The Charm City Devils, the Darling Stilettos and the Last Vegas star in the online video "Turn me on 2." JVC has partnered with Spin magazine, which is hosting the video as well as exclusive behind the scenes footage at spin.com/turnmeon.
The video, which officially launched last week, has pulled in 200,000 views to date. "We know our demo [men 18-35]. We're trying to create amazing content driven toward what they are looking for," says Chad Vogelsong, general manager of marketing for JVC Mobile Entertainment.
JVC will also plug its line of El Kameleon receivers at Crue Fest 2 this summer. JVC has a history with Nikki Sixx and Motley Crue, as they have starred in past campaigns along with Megadeth and Velvet Revolver. Charm City Devils is the first band Sixx signed to his label 11/7 Records. They will be a part of the upcoming Crue Fest which kicks off July 19.
Last year's video starred Josh Todd from Buckcherry and Jacoby Shaddix of Papa Roach. It has been viewed more than 5 million times. Vogelsong credits the campaign with helping increase sales. "The industry has been shrinking, but we've maintained and grown our marketshare," Vogelsong says.