The JBL Boombox is a modern twist on the 90's Boombox, a timeless classic made famous by hip-hop and street culture. To launch the JBL Boombox to the world, we hijacked another timeless social phenomena-the Dance Battle-but gave it modern spin.
We partnered with celebrity choreographer Will "DaBeast" Adams to host the first-ever interactive dance off powered by the Boombox on his Instagram and Youtube channels, which collectively have +2.8 million followers. Will kicked off this competition by battling a rival dance crew, and later opened the floor to any new groups who were up to the challenge to submit their own moves in the #JBLDanceOff Contest, which garnered 150+ submissions.
Our partnership resulted in benchmark breaking numbers with 32% higher engagement and nearly 3x greater ROI than the average influencer activation. #JBLDanceOff garnered 1.36MM views, and a 196% increase in social referrals to the Boombox product page.