Headphone manufacturer Sennheiser is looking to generate a buzz. That may sound like an unusual goal for a high-end headphone maker, but not when “buzz” means making a big splash with a viral marketing campaign to increase brand awareness in the highly competitive headphone category. That’s the impetus behind the company’s launch of the Sennheiser Sound Tour, which reached New York City’s Rock & Roll Hall of Fame Annex in late July at its mid-point.
The tour, which began in Milwaukee at the Summerfest Music Festival, is being taken by six young women who headed East and six young men who went West and were all tasked, in the spirit of participatory, goal-oriented TV shows like The Amazing Race and The Apprentice, to achieve a specified aim each week. Some examples of tasks already achieved: to get onto an artist’s tour bus, and to organize a pool party on a budget of $250.
In the process, according to Stefanie Reichert, vice president of strategic marketing, they are visiting 15 locations, including some Apple stores and retail locations like Best Buy, Electronics Expo and J&R Music World, putting as many Sennheiser headphones on consumers’ ears as they can. The teams are also getting the Sennheiser name out through interaction through social media tools like Twitter and Facebook – and through recording their antics, which are being turned into “webisodes” and posted on Sennheiser’s special microsite, sennheisersoundtour.com.
The tour concludes in late August in Canada.