JBL: JBL Fest x Life is Beautiful
Las Vegas, NV
Challenge
Reimagine JBL Fest as a consumer-facing experience that increases brand exposure in a bigger arena than ever before, while highlighting the brand’s smallest product, TWS earbuds.
Approach
JBL went back to Vegas for the fifth iteration of JBL Fest with a new goal: to introduce the brand to Gen Z while maintaining the customer hospitality experience that has always set the event-filled weekend apart. For 2023, JBL partnered with the largest music festival in Vegas (Life is Beautiful Festival) to completely take over the centrally located Downtown Stage, create a dedicated hospitality space for VIP guests, and transform the brand’s festival assets into a TWS-centric consumer experience that resonates deeply with festival goers.
Results
450 JBL guests and influencers were treated to a VIP festival experience complete with a dedicated lounge in perfect view of the JBL Stage, perfect for witnessing show-stopping performances by Khalid, Flume, Bebe Rexha, The 1975, and more. Meanwhile, 60,000 festival goers were invited to find their perfect TWS earbuds, have their ears styled with temporary tattoos and piercings, and share their festival photos for product giveaways and pass upgrades.
