LOS ANGELES, Calif.- JVC Mobile Entertainment (www.mobile.jvc.com), a leading developer and manufacturer of sophisticated mobile, audio, and video products, announces its 2012 “TURN ME ON: THE ROAD / HALESTORM” campaign to promote JVC In-Dash Multimedia and Navigation receivers. The campaign focuses on an explosive documentary-style viral video, featuring chart-topping hard rock act, Halestorm. An extensive campaign, including online banner ads, video content placement, social media integration, extensive PR buzz, as well as concert tour promotion, will commence with launch of the video, which will also be featured on the high-definition JVC video billboard in Times Square.
With the inception of the TURN ME ON franchise back in 2008, JVC Mobile completely rethought its marketing strategy by dedicating the majority of its marketing and media budget to a groundbreaking online viral video featuring artists like Josh Todd from Buckcherry, Jacoby Shaddix from Papa Roach, The Charm City Devils, Darling Stilettos, The All-American Rejects, as well as Lita Ford, Candlebox, Puddle of Mudd, and Rev Theory. JVC Mobile Entertainment’s TURN ME ON series, which has garnered over 40 million combined video views and over 2 billion brand impressions, has revolutionized the car audio marketing landscape with this innovative series.
This year, JVC Mobile has raised the stakes for the fifth installment, with a more expansive video concept, following Halestorm on the band’s 2012 US tour, in support of their new album, The Strange Case Of…. The new format will feature a three episode roll-out throughout 2012. The video will follow Halestorm’s journey through their 2012 tour schedule, starting with pre-tour rehearsals and preparations, and all points in-between, as they hit the road from spring to summer to fall. The creative execution will result in a fast-paced “rockumentary” lifestyle video created and directed by TURN ME ON mastermind Danny Klein, with key video and stills captured on a daily basis by renowned music photographer, Rob Fenn. The intensive shoots will take place at key on-location stops throughout the year, including exclusive interviews with band members and loyal fans.
The viral video’s first chapter, released today, May 1, 2012, will start with a focus on Halestorm’s tour preparations, featuring interviews and candid moments from the band members, including their childhood musical aspirations, their experiences in the band, and finally their huge successes. The video will follow the band as they kick off their tour at the Earthday Birthday festival in Orlando, where live performances will be documented. The second release in the summer will capture Halestorm and their US tour journey. The final chapter, to be released in the fall, promises to go out with a bang. All three of these segments will comprise one complete piece entitled TURN ME ON: THE ROAD / HALESTORM ROCKUMENTARY.
Along with rock stars, entertainment, and great music, the viral video incorporates key interactions with JVC Mobile’s in-car technology. Each video chapter will feature JVC Navigation, Multimedia receivers with popular iPhone App integration inside a Ford Shelby GT 500 Supersnake, which serves as the “hero” car throughout the video. Effects will be incorporated to bring these products to life, serving as a reminder that JVC Mobile’s in-car technology is a very integral part of our lives.
"For our latest edition of the Turn Me On series, we wanted to break the mold and do something dramatically different," said Chad Vogelsong, General Manager of Marketing for JVC Mobile Entertainment. “This campaign is a raw, edgy, 'behind-the-scenes rockumentary'-styled journey with the band Halestorm, on the road during their album launch and touring cycle in 2012. It shows the band creating and performing music on the road and creates the ‘TURN ME ON’ connection between music, driving and how it makes you feel as a music fan. JVC products and technology bring the same feeling in your car, regardless of whether you are rocking out to music on a CD, iPod, or streaming your favorite music App on your smartphone.”
"I'm so excited about JVC’s ‘TURN ME ON’ campaign,” says Halestorm lead singer, Lzzy Hale. “The truth is that no matter what new gadgets, mediums or incarnations our music goes through, one thing remains the same; we like it LOUD and BLARING through our speakers! Turn it up and TURN ME ON!"
For the third consecutive year, media partner egoTv has been tapped to be the exclusive online distribution network for the branded entertainment campaign. The site will also feature exclusive galleries from Rob Fenn (www.musicthroughthelens.com), along with periodic posts with updated features throughout the year from JVC Mobile Entertainment. Users will be able to grab embed codes and site links from www.egotv.com/turnmeon to spread the TURN ME ON: THE ROAD/HALESTORM video around the web. The page will include an email opt-in area to capture JVC Mobile fan emails, links to technology partner sites, as well as a “Locate Now” button that will take users to the Dealer Locator page on JVC Mobile’s website. Fans will also be able to link to iTunes to buy Halestorm’s albums, as well as to keep up to date on tour dates and other info.
To view the TURN ME ON: THE ROAD/HALESTORM online viral video, log onto: www.egoTV.com/turnmeon