Unlocking music and lifestyle audiences for Skullcandy
Taking an endemic sports audio brand into a mainstream audience while incorporating music, fashion and lifestyle.
Audience
Unlock music and lifestyle audiences for an endemic sports audio brand, Skullcandy.
Brief
Create an integrated communications plan to take Skullcandy from an endemic action sports brand into a mainstream audience while incorporating music, fashion and lifestyle.
Outcome
KINC helped take Skullcandy from an endemic sports brand to a lifestyle brand that has become integrated with music, fashion and mainstream audiences through various approaches such as brand ambassador activity. These ambassadors include Kate Upton, Chloe Norgaard and Brazilian Football captain, Thiago Silva. Another approach involved bringing three closed music venues back to life in London, Paris and Berlin. On top of this the campaign facilitated extensive product seeding, putting Skullcandy products on the ears of high profile journalists and influencers, which generated coverage with a reach in excess of 500 million.
Process
KINC is the retained communications agency for Skullcandy headphones and audio in the UK and lead agency for most other European markets.
In addition to media relations and product placement work, we create and activate events, source and manage ambassadors, media buying for the UK, music festivals, new product launches and help build awareness for this influential youth brand.
KINC implemented an integrated European music strategy to take Skullcandy into the music scene in a credible way.
The #STAYLOUD series that saw the audio brand make the spirit of once great music venues that have closed down by making them #STAYLOUD for one more night by putting concerts on in the locations where these venues once stood.
The #STAYLOUD Series saw Skullcandy transform venues in London, Paris and Berlin with the bands Peace, Skip The Use and Turbostaat.
