Headphone manufacturer Sennheiser is looking to generate a big buzz. That may sound like an unusual goal for a high-end headphone maker, but not when “buzz” means making a big splash with a viral marketing campaign to increase brand awareness in the highly competitive headphone category.
That’s the impetus behind the company’s launch of the Sennheiser Sound Tour, which reached New York City’s Rock & Roll Hall of Fame Annex in late July at its mid-point.
The tour, which began in Milwaukee at the Summerfest Music Festival, is being taken by six young women who headed East and six young men who went West and were all tasked, in the spirit of participatory, goal-oriented TV shows like The Amazing Race and The Apprentice, to achieve a specified goal each week. Some examples of tasks already achieved: to get onto an artist’s tour bus, and to organize a pool party on a budget of $250.