Sennheiser launches social video campaign to engage you market

Sennheiser's biggest ever global consumer campaign will focus heavily on the use of social media, promoted across Sennheiser's Facebook, Twitter and YouTube channels and through online advertising and branding together with Spotify. The campaign will aim to reach 24 million active users across 56 countries, and aims to generate an audience of 5 million that engage further via the campaign landing page or on social media.

The social video campaign What's your MOMENTUM will be housed at

www.sennheiser-momentum.com relying heavily on user generated content to

create video chains shared on the purpose built site and smartphone app.

Sennheiser, together with Spotify, will present 100 videos that showcase the life and work of some of the world's most inspirational people - including UK based Disclosure, Imogen Heap, Di Mainstone and Bruno Zamborlin of Mogees - sharing unique achievements and inviting others to share their own stories as part of the What's Your MOMENTUM' project.

This first phase of the campaign will run until July 2014 and aim to boost awareness of the MOMENTUM range with the target group of young professionals.

This will be spearheaded in the UK with a three day marketing event in London's Covent Garden, in which a giant cube structure has been created to celebrate the personal sound bubble commuters enter whilst travelling from A to B. Open from 19th June to the 21st, the general public will be invited to visit the Sennheiser installation and play the walls' through the help of MOMENTUM campaign ambassador and technology start-up, Mogees. The cube will use a Mogees sensor to let passers-by create their own sounds using everyday objects inside the bubble, before the device is made available to the public.

The three day installation will encourage participants to discover and create sounds that give them MOMENTUM and share the results via the dedicated app, uploading to www.sennheiser-momentum.com creating a content rich destination which aims to engage consumers with the brand.

The second phase of the campaign - running from September to December 2014 will be focussed around an online push to drive sales for the holiday season through paid search, supported by banner advertising targeted to achieve over 50 million impressions during the course of the campaign.

To encourage user-generated content to drive participation and viral uptake, Sennheiser is asking What's your MOMENTUM? creating the social aspect of the campaign as consumers are invited to watch the films and upload their own seven-second videos to showcase their creativity. A core part of the project is building video chains - where users can connect their videos to other stories that share the same themes or ideas - creating self-made chains of inspirational stories. Videos can be uploaded to www.sennheiser-momentum.com or via a dedicated What's Your MOMENTUM mobile app.

Sennheiser will award prizes to the best submissions and to the most engaged voters for videos on the site, which will include money can't buy music-themed city break experiences, MOMENTUM headphones and six-month Spotify Premium subscriptions.

Steve Dalton, Director of Marketing at Sennheiser comments: Our global What's your MOMENTUM campaign is a great way to appeal to our aspirational target market and our Covent Garden installation is the perfect way to bring this to life.

The installation offers us a platform in which we can engage with a huge amount of people, both commuters and tourists, in an interactive way that lends itself to sharing content on social media channels.

By creating a dedicated app, we're tapping into the on-the-go mentality of our target market, making getting involved and uploading videos easier than ever. We're really excited to see the What's your MOMENTUM' entries from around the UK and how our Sennheiser MOMENTUM event will inspire passers-by.

Notes to editor:

For more information on the What's your MOMENTUM campaign and the individual ambassadors, please visit: www.sennheiser-momentum.com

LINK:	http://en-uk.sennheiser.com/news-sennheiser-launches-social-video-camp...
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