To bring awareness to JBL premium car audio products in Toyota vehicles, we created Amp Up, a contest open to all sales associates at over 1,200 dealerships. This competition consisted of a daily trivia challenge and a “create your own video” contest. When all the dust settled, 15 grand prize winners emerged with an all-expense paid trip to the annual JBL Fest in Las Vegas!

The main goal was to entice the Toyota dealership sales network – 30,000 strong – to learn more about JBL premium audio products and potentially win the grand prize, a three-day getaway to the JBL Fest in Las Vegas! The Amp Up Challenge website provided details about the competition, as well as content about JBL and its partnership with Toyota. A robust email campaign generated awareness of the program before and during the contest, while the custom-built trivia website allowed contestants to put their knowledge to the test, complete with a real-time leaderboard to see who was in the lead. The video contest side of the competition really heated up in the last week, with the JBL judging panel selecting the best video for each of the 12 Toyota regions.

To support the competition’s educational content, three videos were produced for the Amp Up Challenge: JBL Heritage, JBL + Toyota Partnership and Current Lineup. These three-minute videos were available to Toyota sales associates logged in to the website, providing them with critical information to help them not only get through the daily trivia challenges, but also provide product knowledge for their two-minute videos.

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