JBL scores with the Party Box:

What do David Beckham, FC Barcelona and Feyenoord have in common? They all contributed to more than 120 million impressions for JBL through Project360’s product seeding campaign.

JBL’s target audience is interested in music and sports. So the question is both simple and challenging. How do we ensure that we bring these two worlds together to position JBL in the most positive way possible?

Our goal was clear from the beginning: we wanted to expand the organic reach of the JBL brand, focusing specifically on their newest line of sound systems. To achieve this, we mobilized our network within the sports world. Soon we ended up with soccer, a sport that ignites passion in the hearts of many. We designed custom JBL Party Boxes with each team’s logo on them and personally delivered them to the players.

It didn’t take long for the enthusiasm of players and clubs to take over the promotion. Clubs and players shared their experiences with the JBL Party Box on social media resulting in a huge reach. On David Beckham’s Instagram account with a staggering 86 million followers, the boxes passed by, but the official channels of the Dutch national team and Arsenal also featured the products. Individual players also shared the box resulting in hundreds of thousands of likes and shares.

In every photo shared and every enthusiastic response, we saw the success of this fusion between JBL’s sound boxes and the sports world. It wasn’t just about promoting a product; we provided a genuine connection between millions of fans worldwide and their idols. What is sincere wins. The enjoyment of the players and the support of the supporters together allowed JBL to further establish itself organically as a brand with users worldwide.