JVC Mobile Announces “El Kameleon” Campaign

The viral video, starring platinum-selling artists Josh Todd of Buckcherry and Jacoby Shaddix of Papa Roach, launched May 15th, 2008 on Heavy.com (www.heavy.com/video/47843) Following the vision of creative director/writer, Danny Klein (e2amp), director of photography, Steven Lippman (Steve Lippman Print + Film), and executive producer Zak Thornborough (Gargantuan Films), the video features 9 beautiful bikinied women and a 1972 Chevelle SS, in the ultimate carwash fantasy. Both Buckcherry’s and Papa Roach’s songs are featured throughout the video, and it closes with Motley Crüe’s brand new single, “Saints of Los Angeles”. Focusing on their target customer demographic, JVC Mobile decided to capture the key interests of the young male lifestyle by integrating sexy women, technology, entertainment, rock stars, and great music into a massive online branding initiative to promote new car audio technology. The video incorporates key interaction with the El Kameleon’s revolutionary proximity sensor, iPod and Bluetooth compatibility, USB port, and 3.5″ monitor.

Chad Vogelsong, General Manager Marketing, JVC Mobile Entertainment, made a strategic decision to move away from the traditional print heavy media plan and to focus the bulk of his budget on online channels, with the viral video as the cornerstone of the campaign. “The most effective way to reach our core customer, 18-35 year old males, is where they now go for their entertainment and information – on the web,” states Vogelsong.

JVC Mobile chose media partners Heavy.com, Streetfire.net, and Spin Magazine to assist in the marketing and distribution.  Heavy.com will co-produce this groundbreaking viral video with JVC Mobile, while also providing strategic video placement, front door presence, custom channeling, viral promotion through their online network of 17 million unique visitors per month, and through seeding of the video to over 400 lifestyle and affinity websites. By end of 2008, the video will project a total of 42 million impressions through Heavy.com, and the rest of the collective online, print, and outdoor promotional network. “Heavy is incredibly thrilled to be a part of what is quite simply a revolution in branded entertainment, raising the bar for what is possible in online video production,” states Eric Hadley, CMO of Heavy. “With JVC as a partner, we were able to marry top talent with an amazing concept that will be viewed by millions of fans; bringing new consumers to JVC Mobile and new listeners to Papa Roach and Buckcherry. The payoff has been tremendous.” Car enthusiast site, Streetfire.net, will host the video and provide front door presence, podcasts, and viral promotion. Spin Magazine and Spin.com will market the video through print ads, online banners, widgets, and jump pages. All three media partners will provide advertising and editorial support throughout the campaign. 

The viral video premiered in Hollywood at the Crüe Fest Press Conference on April 15th, 2008. In addition to being televised live on Fuse TV, the press conference was broadcast live online and syndicated on numerous websites, including TheRockVine.com. At the conference, Motley Crue announced their big plans for a summer tour festival, bringing both artists that are featured in the video, Buckcherry and Papa Roach, on the road with them, for what is said to be the summer’s “loudest show on earth.” Sponsored by JVC Mobile, Crue Fest will assist in promoting the campaign by featuring the video on the talents’ websites, MySpace pages, and other onsite promotions. JVC Mobile will run co-branded ads with Crue Fest, currently consisting of a billboard in Times Square through June, print ads, and web banner ads.

For more information on the El Kameleon KD-AVX44 CD/DVD in dash receiver log onto www.mobile.jvc.com