JBL needed a big idea to announce their latest collaboration with NBA MVP Giannis Antetokounmpo and the release of the limited-edition JBL Freak HPs. Tapping into Giannis's Greek heritage and a more inclusive approach to drop culture, we connected with fans at multiple touchpoints, from IRL to AR. The Results: 8.7B #JBLGreekOut impressions. 422M Earned Media Impressions, 260M PR Impressions, 342M Campaign Social Engagements, 8.6M Online Video Views. And a 40% increase in traffic on JBL.com.
“It’s been a journey. From sleeping on gym floors to winning a championship in Milwaukee, my journey has made me who I am today. These headphones represent my Greek heritage and the path I’ve taken. I’m proud to say [these headphones] are part of who I am.” - Giannis Antetokounmpo
ECD: DESIR / CD: BUTWIN / REGAN / CW: STONE / AD: BENGOA
