JBL - Harman Kardon

JBL Fest Music Experience of a Lifetime

Real-time Instant Win (Fire Drill) & Sweepstakes


Extend the reach and impact of the brand’s sponsorship of JBL Fest 2018 to engage consumers, drive JBL product sales and build the brand’s CRM database.


We launched the Music Experience of a Lifetime, a virtual version of JBL Fest featuring daily live winner drawings inspired by shared real-time experiences like HQ Trivia and Facebook Live events.

Consumers attended virtual JBL festivals daily, represented as their own unique avatar, and counted down with the clock to see which lucky winner would be announced above the crowd, along with the JBL product they instantly won.

Each virtual fest attended was a chance for entrants to experience the real JBL Fest 2018 at the SLS in Las Vegas, and a chance for the brand to promote the event and its celebrity endorsers. To turn the festival experience into sales, participants were encouraged to upload JBL product receipts from participating retail partners on the VIP sweepstakes site to earn entries into an exclusive drawing for a chance to experience JBL Fest like a true A-Lister.