Sennheiser sends out search for golden ears
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Sennheiser has launched a transatlantic experiential campaign to promote its Urbanite headphones.
From 12 to 21 September in New York City and 20 October to 2 November in London, members of the public are invited to join a treasure hunt to find Golden Ears hidden around both cities – with 1,500 up for grabs across the cities.
By sharing one of the campaign videos on Facebook, Twitter or Tumblr, participants will be given a clue about the location of a Golden Ear. Once found, each Golden Ear can be removed from a poster hanging in record stores and other sound-related venues, and redeemed for a pair of the latest Sennheiser Urbanite headphones at the Music Cube experience in London, at either Westfield London or Westfield Stratford City, or Lower East Side NYC. At each location, visitors with and without Golden Ears can try on and buy the Sennheiser Urbanite headphones, whilst taking the opportunity to be snapped in the Sennheiser photo booth
The social media driven campaign targeted at Millennials Centres around the landing page www.sennheiser-urbanite.com, the campaign draws attention to a series of Urbanite “love-scenes.” Romantic videos reveal an impersonated Urbanite headphone-set giving a gigantic ear pure aural pleasure, both physically and verbally, and convincing viewers that he’ll love their ears as much. Along with his sensual tone the Urbanite character employs a thick German accent as a nod to his Sennheiser engineering heritage.
Running parallel is the “ear-selfie-contest”. Running up until 30 November, anyone who uploads an entertaining Urbanite ear-portrait to their Instagram account using the hashtag #EarSelfie will be in with the chance to win one of 500 pairs of Urbanite headphones.
Ashani Rajapakse, channel marketing manager, Consumer and Professional Division at Sennheiser UK comments: “We came up with an idea that points out our passion for sound in a way that resonates with and is relevant to 18- to 25-year-olds. We’re as excited about it as the Urbanite character is about the ears he loves.”
