SBJ/Jan. 13-19, 2014/Super Bowl

Harman plugs into Super Bowl week marketing

Harman Corp.’s stable of audio brands, which include JBL, Harman/Kardon and Infinity, are using Super Bowl XLVIII as a way to further push into music and entertainment marketing.

With so many consumer brands adding layers of music and entertainment to their sports portfolios, new Harman CMO Ralph Santana is doing the opposite. “Layering passion points” is now accepted industry terminology for marketers combining entertainment and music.

“We’re not abandoning music — that’s our DNA,” Santana said. “We want to find the intersection between music and sports. Athletes use music to get fired up; it’s all over every sports venue. There’s a real role for our products within sports.”

JBL is presenting sponsor of a private Maroon 5 concert during Super Bowl week, for which it will offer a ticket with purchase promotion and use it as a client and customer entertainment platform. There will be athlete appearances at the new Harman stores on Madison Avenue in New York City. There’s also been recent sponsorships with the Pro Football Hall of Fame and the Pinstripe Bowl.

Recent media buys have included NBA cable TV telecasts and sports radio for the first time in memory.

“It’s all about building a smarter and broader consumer connections,” Santana said.
Insignia Sports and Entertainment is assisting on the activation strategy.


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