LG Electronics is set to launch the first-ever global music festival, dubbed the Boom Boom Pow Festa.
The festival is dedicated to the song "Boom Boom Pow," the iconic 2009 party anthem by pop rap group Black Eyed Peas, and will involve the song being played through LG XBOOM speakers all over the world.
Each performance will highlight the LG XBOOM's audio quality, with its balanced sound, dynamic bass, and crisp treble.
The massive effort will be orchestrated by director Emil Nava of 1stAveMachine, who is best known for his work in music videos and commercial spaces, as well as collaborations with A-list stars including Calvin Harris, Ed Sheeran, Eminem, Rihanna, and Pharrell.
Nava stated that the festival was made for the real musicians of the world, especially those who sing in the streets and neighborhood communities every day.
According to LG Home Entertainment Company Audio Business Head Lee Jeong-Seok, the campaign, just like the song it's based on, is all about breaking boundaries and living in the moment.
The event is set to be broadcast live on LG's Global YouTube channel on October 5.
By creating a global music festival involving international artists, LG is actively increasing the campaign's reach to cover a wider audience.
This is a good example of experiential marketing, which draws in fans and increases retention by creating unforgettable experiences with the product at the center.
An Explosion of Sound
Nine acts from different countries will headline the event, playing unique covers of the chart-topping track.
The talented lineup includes a diverse group of artists with distinct styles, showcasing the quality of sound produced by the LG XBOOM speaker no matter the genre.
With each act bringing a key part of their country's culture into the mix, the festival is sure to yield some unforgettable performances.
LG will also produce merchandise for the event, including a vinyl record that will compile each unique "Boom Boom Pow" cover.
Back in July, LG launched a significant OOH campaign at the heart of Times Square involving an anamorphic 3D billboard.
Editing by Katherine 'Makkie' Maclang