The 'Les Paul Skill Check' Asks Musicians to Show Their Skills
Laura McQuarrie — June 11, 2015 — Marketing
References: www2.gibson & creativecriminals
As the guitar manufacturer responsible for supplying famous musicians like John Lennon and Slash with instruments, Epiphone by Gibson set up the 'Les Paul Skill Check' campaign to ask fans: "Do you deserve a Les Paul?"
Since demand for the premium guitars is so high, this was the brand's attempt to keep up with the outrageous annual demand for its products. The Skill Check involved having guitarist Björn Gelotte (also a proud Les Paul owner) of famed In Flames create an original song. Guitarists were then challenged to play the song on a guitar and have Shazam stand in as a "musical judge." If the song was performed to perfection, expert guitarists were led to a web page where they had the chance to pre-order or win one of the iconic guitars.
By putting music lovers to the test, exclusivity makes consumers more likely to spread the word based on the elite status awarded to them.
Since demand for the premium guitars is so high, this was the brand's attempt to keep up with the outrageous annual demand for its products. The Skill Check involved having guitarist Björn Gelotte (also a proud Les Paul owner) of famed In Flames create an original song. Guitarists were then challenged to play the song on a guitar and have Shazam stand in as a "musical judge." If the song was performed to perfection, expert guitarists were led to a web page where they had the chance to pre-order or win one of the iconic guitars.
By putting music lovers to the test, exclusivity makes consumers more likely to spread the word based on the elite status awarded to them.
Trend Themes
1. Exclusivity Marketing - The 'Les Paul Skill Check' campaign utilizes exclusivity to incentivize consumers to spread the word.
2. Interactive Brand Experiences - The Skill Check campaign engages guitarists by challenging them to perform a song and providing a chance to win or pre-order a guitar.
3. Celebrity Partnerships - Epiphone by Gibson collaborates with renowned guitarist Björn Gelotte to create an original song and increase brand appeal.
Industry Implications
1. Musical Instruments - The campaign targets guitarists and fans of iconic guitars like the Les Paul.
2. E-commerce - The web page featured in the campaign provides opportunities for pre-ordering and winning guitars.
3. Music Education - The campaign challenges guitarists to perform a song, offering a learning opportunity for aspiring musicians.
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