Sony Extra Bass Campaign

WHAT IS SONY?

Sony is one of the biggest manufacturers for electronic devices. Its diversified business includes consumer and professional electronics, gaming, entertainment and financial services. Sony launched their Extra Bass as the perfect headphone or speaker to listen to Electronic Dance Music.

GOAL

Create awareness for the Sony Audio Extra Bass line among the 15-25-year-old target group on a global scale for 2017.

SUMMARY

Sony and Spinnin’ partnered up for a global campaign promoting their Extra Bass product line. Sony was looking to reach a young audience in the music industry and Spinnin’ was the perfect partner to help achieve that goal. The Sony Extra Bass products were linked to five releases of five different artists on Spinnin’ Records. The Sony Extra Bass products were integrated in a trailer and the official music video of every release, both being posted on the Spinnin’ Records YouTube channel with more than 21 million subscribers. Next to that, the releases were heavily promoted on the Spinnin’ Records socials. The campaign racked up some insane numbers on both social media and YouTube. The total social reach of the campaign is 16.577.348 and on YouTube the videos got a total of 13.519.794 combined views!

IDEA

Spinnin’ partnered up with Sony as part of the campaign for their Extra Bass product line. Sony wanted to reach a young audience globally and was looking for a relevant partner in the music industry to help with the promotion. The promotion had to feel natural and was to be presented in a credible way to the Spinnin’ fans. The overall idea was to use five releases of five different artists to promote the Sony Extra Bass product line. The artists involved are Lucas & Steve, Quintino, Mike Williams, VINAI and Sam Feldt. With this promotion, Sony was integrated in the process of the release in multiple ways.

Before every release, Spinnin’ posted a teaser video on their YouTube channel with more than 21 million subscribers. This 30-sec video is placed on the YouTube channel of Spinnin’ two to three weeks prior to the official releases. In this video, Spinnin’ integrated the Sony Extra Bass product through product placement. On social media, the artist and Spinnin’ Records were used to promote the video with the hashtag #SonyExtraBass.

Every release got its own official video on YouTube. The official video was uploaded to the YouTube channel of Spinnin’, with more than 21 million subscribers, again with Sony Extra Bass product placement. These videos were all shot in Miami and every video tells a different story. The video is promoted online via artist and Spinnin’ Records social with the hashtag #SonyExtraBass.

To finish promotion, Spinnin’ and Sony set up an Extra Bass Remix contest for every release. Fans got the chance to remix the official release and win Sony Extra Bass prizes. Again, this was promoted via artist and Spinnin’ Records social channels.

With the campaign millions of people saw the videos through YouTube or the Spinnin’ Records YouTube channel. The total social reach of the campaign is 7,295,000 and on YouTube the videos got a total of 14,948,000 combined views!

Lucas & Steve – Up Till Dawn (On The Move)

The first release was Lucas & Steve – Up Till Dawn (On The Move). The track showcases Lucas & Steve their authentic sound on the well-known melody from the famous Barthezz dance classic. Both the teaser and official music video did really well with 297,000 views for the teaser and 6,300,0000 views for the official music video.

QUINTINO & CESQEAUX – BLOW UP IN YA FACE

The next release was Quintino & Cescqeaux with ‘BLOW UP IN YA FACE’. A bass heavy trap track with an incredible last drop. The teaser got 326,000 views while the official video was viewed 638,000 times.

Mike Williams x Dastic – You & I

Long-time friends Mike Williams and Dastic delivered the highly anticipated ‘You & I’, released late 2017. The Future Bounce track’s outstanding vocal chops and drop made it stand out from the rest. The teaser got 261,000 views and the official music video was viewed 1,700,0000 times.

VINAI – Parade

The last release of 2017 as part of the Sony Extra Bass campaign was VINAI’s ‘Parade’. A high energy track that makes it hard not to burst out dancing when it drops. This track’s teaser got 302,000 views while the official music video was viewed 3,600,000 times.

Sam Feldt & MÖWE – Down For Anything

The last release as part of the Sony Extra Bass campaign was Sam Feldt & MÖWE’s ‘Down For Anything’. The track’s a perfect blend of Sam Feldt & MÖWE’s signature tropical house sounds and makes it feel like summer. The teaser video for this track got 224,000 views and the official music video has got 1,300,000 views.