JBL by Harman / Twitter

JBL Wins Big During NFL Livestream with Promoted Video Tweets

JBL, a Harman brand, wanted to drive awareness for its Everest wireless headphones by building off of the success of its award-winning #cordfail campaign. JBL’s video spot posed an alternate cause of infamous Deflategate by showing what happens when cords get in the way.

Adaptly utilized Twitter, which has rights to livestream Thursday Night Football games, to maximize viewership and vitality of the Deflategate parody incorporating JBL’s headphones. A promoted video spot launched during one of Twitter’s first livestreams featuring the Patriots, setting the perfect stage for JBL to fuel conversations – amongst fans and rivals – about Tom Brady and his comeback.

Leveraging Twitter enabled Harman to become part of NFL conversations. Real-time optimizations during the JBL campaign maximized video views while driving an efficient cost-per-view and cost-per-engagement.

“Promoted video tweets during Twitter’s livestream around a timely event, especially in sports, was an effective strategy to drive awareness around our products and make them a part of relevant conversations.”

— Dave Spinato, Global Director, Digital at Harman International



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more efficient CPV vs. Harman's benchmark