JBL: JBL x Demi Lovato Pop-Up
New York City, NY
Challenge
Create shareable moments for fans and drive buzz for both Demi Lovato and JBL around the launch of Demi’s 6th studio album, Tell Me You Love Me.
Approach
Trigger(House, in partnership with JBL, designed and built a JBL x Demi pop-up experience in NYC’s iconic Meatpacking District. In less than 24 hours, Trigger(House transformed a white box retail space into a chic pop-up gallery that featured listening stations with exclusive commentary from Demi, a custom 3D LOVATO sculpture, a consumer-driven mosaic fueled by fan social posts, a boomerang booth inspired by an iconic Demi photoshoot, and a specialty retail display stocked with Demi and JBL merchandise. The pop-up—open to the public during the day—also featured exclusive programming, including an invite-only album release party and an intimate meet-and-greet for 300 lucky fans.
Results
The pop-up experience was an overwhelming success for both Demi and JBL, generating over 260MM media impressions, 500MM social impressions, and 3MM video views in just under three days—all resulting in a +5,000 fan increase across all JBL branded social platforms.
