NOX Audio stirs a hip-hop "uprising" at CES

Solteras Incorporated had been supplying headphones and headsets to numerous brands, including Microsoft and Motorola, since 1996. Last June, it began selling products under its own brand name, NOX Audio.

Client: NOX Audio (City of Industry, CA) 

Agency: Wonacott Communications (Los Angeles)

Campaign: “Audio Uprising" at CES

Duration: December 1, 2010 – January 31, 2011

Budget: $15,000

Solteras Incorporated had been supplying headphones and headsets to numerous brands, including Microsoft and Motorola, since 1996. Last June, it began selling products under its own brand name, NOX Audio.

“It was our first year at CES, and we needed to raise our profile,” says Brad Schlachter, VP of marketing and business development at NOX. “We were at the back of the line in terms of booth location and space. We had to do something special to stand out.”

At the show (January 6-9), NOX unveiled a prototype of its revolutionary Admiral Touch headset and promoted products currently on the market–Specialist, Negotiator, and Scout. AOR Wonacott Communications helped devise the “Audio Uprising” campaign, featuring a partnership with a popular DJ, to drive awareness and booth traffic.  

Strategy

DJ Envy of MTV fame, who also has a large Twitter following, was recruited to perform in the booth. Both his and NOX's social media channels were used to drive buzz and traffic.

Hangover recovery drink Afterparty sponsored the booth, and also helped drive traffic by handing out product.

Tactics

The Admiral prototype unveiling wasn't announced until January 4, but Wonacott account director Nicole Okoneski says outreach to key pre-registered media began in December to secure as many one-on-one meetings as possible.

“We had to get creative to get attention without giving away [Admiral] details,” Okoneski notes.

At the show, video and photos of DJ Envy performing were uploaded in real time to NOX's YouTube and Facebook pages. DJ Envy actively tweeted throughout, and song requests were taken in real time on NOX's Twitter page. The team also used their personal Twitter accounts to invite reporters to the booth. The booth was established as a check-in destination (separate from CES) on Foursquare and Facebook Places. 

Social media activity drew friends of DJ Envy to the show, including hip-hop group Cali Swag District, which gave an impromptu performance and tested product.

Results

Schlachter reports Specialist and Scout sales increased more than 20% and Noxaudio.com traffic increased 30% the week after CES (compared to the week prior to CES).

Media impressions exceeded 170 million. Outlets covering the story included Yahoo, PC World, and Engadget, which named the Admiral in its “Best of CES” roundup (the only headset on the list).

Future

The team is gearing up for the E3 Expo (June 7 – 9) and new announcements.

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