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Sennheiser goes social for new ad campaign

Headphones and microphone manufacturer Sennheiser is working alongside digital music service Spotify to roll out a new digitally-focused and partly user-generated marketing campaign.

In what Sennheiser has described as its "biggest ever consumer campaign", the company will utilise all of its social media channels to engage potential customers, as well as link up with individual dealer and retailer sales activity, to promote its Momentum headphone range.

As well as in-store point of sale marketing material, the manufacturer will work with Spotify to present 100 videos that showcase the life of a number of prominent artists, including UK-based musician Imogen Heap (image below). The campaign will be promoted via Sennheiser's Facebook, Twitter and YouTube channels, and through online advertising and branding on Spotify itself.

To drive the social aspect of the campaign, Sennheiser is inviting people to watch the films and upload their own seven-second videos to showcase their creativity. It sees the development of "video chains", where users can connect their videos to other stories that share the same themes or ideas, as a key way of boosting social engagement.

Sennheiser will award prizes to the best submissions and to the most engaged voters for videos on the site.

The target is to reach 24 million active users across 56 countries, while Sennheiser has also set a goal to generate an audience of five million people who engage further via the campaign landing page or on social media.

Starting now, the first phase of the campaign will run until July 2014 and is targeting a young professional demographic though point of sale materials featuring the Momentum campaign video. The second part of the marketing drive – running from September to December 2014 – will comprise a focused online push through paid search and banner advertising to encourage sales for the holiday season.

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