Kingston Technology, the world’s largest independent manufacturers of memory products wanted to launch their latest HyperX Cloud gaming headset. The device is latest in the range of the HyperX headset category targeting Pro-gaming and niche music lovers, it is Hi-Fi capable and delivers crystal-clear audio with enhanced bass reproduction to enjoy music at its best.
Kingston Technology’s experiential marketing partner Six Inches Live, was entrusted with a challenging task of launching this device such that it creates a memorable experience for the users and not just follow the normal path to advertise, display and sell. After brainstorming within the team and with client team, Six Inches Live spotted a right fit - the upcoming movie Step-Up all In, the latest one among the most popular dance movie franchise. Movie was targeting youth, had music and was releasing when Kingston wanted to launch the product. Step Up All In releases on 29th August 2014.
Six Inches Live cracked an integrated ground and digital activation idea and came up with a rocking concept to create a whole new experience for the users. By parenting Step Up All In, a co-branded canter was created to move around some of the best colleges in Mumbai. This platform had professional break dancers and invited audience like college goers to come on board and shake a leg. Out there anyone from the crowd could step up and participate in the dance. This canter was placed strategically during Malhar College fest and it garnered crazy response where people came in and danced and crowd was taking pictures and videos. The activity was conducted on 15th August and will continue till 26th August, a time where most of the colleges had their festivals going on.
The best dancers will receive cool goodies from Kingston Technology. The photos of the winners and the contestants will be uploaded on the Kingston Facebook Page. Also a select few winners will receive premier movie invites. The activity is aiming to reach more than 100000+ target audience.
Commenting on the activity, Mr. Vishal Parekh, Marketing Director of Kingston Technology said: "HyperX Cloud has got a fantastic engagement online and even on-ground. Six Inches has executed these activities really well and we managed to directly connect with the target audience. The fact that it was conducted during the college fests has helped in getting tremendous response. Six inches has kept in mind the key deliverables and has managed to give our product the exposure it deserves".
Mr. Pravin Shah, MD &CEO of Six Inches Live quoted: "Coming up with innovative ideas for unique brand experiences has been our core strength, and this activity reflects the unique concept of connecting two different products and yet managing to come up with a good mix to grove the audiences".