The Sennheiser Sound Tour

We're always asking the big questions: Are we really alive? Will we ever find true happiness? How can we be better human beings? What's love, but a secondhand emotion? Who needs a heart when a heart can be broken? How can the high end audio industry reach a wider audience?

Sennheiser, the popular manufacturer of high-quality headphones and microphones, has an answer for that last one.

This summer, the company is hitting the hot streets with their Sennheiser Sound Tour, a guerilla-marketing campaign designed to increase brand awareness among North American consumers—especially the younger, sexier ones—like you and me.

Throughout the duration of the tour, the teams are assigned competitive tasks ranging from over-the-top outrageous to spectacularly goofy, with the ultimate goal of placing as many Sennheiser headphones on consumers' ears as possible. The teams interact with fans and consumers via weekly "reality-show" based Webisodes, as well as through a broad variety of social media avenues such as Twitter and Facebook.

This makes good sense: The only way to get people to really understand the benefits of hi-fi is to get them to listen. And while we may not be able to transport everyone to the Monkeyhaus or equip all music-lovers with great systems, slapping a set of headphones over some unsuspecting ears is a little bit more realistic.

To add fire to the competition, Sennheiser divided their teams by gender. It's boys against girls, just like in elementary school. (And just like every day since.) One team went west, while the other headed east. The east coast got lucky. The girls are in town this week. This Friday and Saturday, from 6 to 11pm, the Girls Team will be at the Rock & Roll Hall of Fame Annex (76 Mercer Street), armed with headphones. I'm kinda scared. I don't know where the guys are, and I don't care. Just kidding. You can get to know both teams here. I sort of have a crush on Jolene.

My favorite webisode? Probably the pool party in Myrtle Beach. I mean, there's sun, skin, vinyl, profanity, promiscuity, chugging, and it's pretty much "off the chain," as the kids say.

I wonder what sort of zany high jinks will happen here in New York City. The events to be held this Friday and Saturday night are open to the public and will consist of:

—A demonstration of Sennheiser's guidePORT museum tour technology
—A photo opportunity to be held in the lobby of the Hall Annex, involving the Sennheiser microphones used by the American Idol finalists
—A chance to mingle with the Sennheiser Tour Girls Team, on hand offering product demos, as well as rebates and other incentives on Sennheiser headphones

Stefanie Reichert, vice president of strategic marketing, Sennheiser, commented: "We are proud to be associated with Rock & Roll Hall of Fame Annex, New York City's unique and interactive entertainment experience. This week, we invite the public to come down to SoHo, meet the Girls Team and witness true sound innovation in a truly breathtaking educational environment."

Fun. You have to applaud Sennheiser for their efforts in bringing high-quality sound to more people. And I wonder if the girls have any answers for my other big questions. Click here for more information on the Sennheiser Sound Tour, and be sure to check out Wes Phillips' review of Sennheiser's assault on the state of the headphone art, the $1400 HD800. Then talk about it in our forum.

COMMENTS
Jim Tavegia's picture

What were the folks at Sennheiser thinking? I have my doubts they will be accomplishing much with this promotion. I am beginning to understand why mp3s are good enough for this generation. All these videos could have been shot at spring break at Daytona Beach for alot less money.

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