The Bose brand is synonymous with quality sound systems and inventive listening technologies. But in a category cluttered by cheap knock-offs and flashy names, Bose wanted to show music fans they are the only brand dedicated to getting listeners closer to the sounds they love.
Better Listening for All
Superfly was tasked with creating awareness for Bose QuietComfort 35 Headphones and SoundLink Mini II products among millennial music fans using Bonnaroo as our backdrop. We engineered a comprehensive program including onsite influencer marketing, experiential activities, artist programming and digital content to tell a brand story, driving trial of key products with fans on site and on social.
We tapped 4 noteworthy cultural influencers to seed exclusive content, create branded entertainment, and show their highly engaged followings how Bose took their listening experiences to the next level. The campaign’s 69 influencer-created posts gained over 29 Million impressions and 13 Million engagements, proving 8x more cost-effective that Bose’s previous content.
Surprise and Delight
During the day, influencers traveled around the festival grounds surprising unsuspecting festival goers with Bose giveaways. Working with our talent, we gave campers “unpackable dance parties”, featuring the Bose Soundlink Mini II, so they could keep the party going around the clock.
Tune Taxi Trivia
Our influencer celebs manned a decked out golf cart, lovingly called the Tune Taxi, and offered lucky passersby a chance to win Bose products by correctly answering trivia questions. Influencers simultaneously shared their interactions on Snapchat to keep their fans at home in-the-know.
Inevitably, no matter how tight the bond, every Festival Family has a few arguments over which bands to see at conflicting time slots. To help resolve these disputes, Bose created quiet spaces for people to plan out their lineups with the help of Quiet Comfort 35 Headphones.
Better than Live
For VIP's, we created comfy, air-conditioned backstage areas that allowed guests and press to take in festival performances from the comfort of a couch, seeding product to dozens of high profile artists.
Throughout the weekend, Superfly secured 10 exclusive interviews for Bose’s Snapchat channel with artists such as X Ambassadors, Third Eye Blind, BØRNS and Grace Potter. These interviews, only accessible through the app, gave both artists and fans unprecedented access to the festival in a way that had never been done before.