Experiential product launch for Skullcandy's new Crusher ANC

A pop-up activation with a new sound experience

Skullcandy’s Crusher ANC wireless headphones change are a game changer for music lovers. Featuring personalised noise cancelling which combines three different technologies for the first time, this revolutionary product deserved an innovative product launch marketing activation.

To drive product engagement and maximise PR, we created the ‘Deeper Dimensions of Sound’ pop-up experience at cult art and multimedia venue 393 NYC. Influencers, media editors and music experts were invited to join Skullcandy’s product designers and experience the new sound innovation for themselves. Following a drinks reception, guests were welcomed into a creative showroom space where the new Crusher ANC was unveiled with a 360 digital brand experience. Continuing downstairs, our experiential marketing activation featured a set of illuminated sound installations, housing directional ‘sound showers’. These showcased how the adaptive noise cancelling works at home, at work or when travelling - leaving no doubt about the product's capabilities. Creating headlines like 'Sony could have a problem on its hands' from trusted CE sites like Tech Radar.

A sonic brand experience: in the heart of NYC, we designed an experiential pop-up activation space immersing visitors in a 360-degree product presentation.
Cancelling out distractions: our brand campaign and activation studio designed a gallery-like showroom space with illuminated plinths, elevating the focus on this revolutionary product.
PR-led product launch marketing activation: Crusher ANC headphones recalibrate the sound to your unique hearing profile, whilst eliminating background noise. A sound experience, we knew, the media would have to try before they hyped it up.

Our collaborations have been heavily experiential and the focus has been to drive differentiation and consideration.

Derek Steiner, Associate Creative Director, Skullcandy

Reverse engineered: making sure nothing from their IFA exhibition design went to waste, we repurposed the 'sound showers' especially for this experiential marketing activation design.

Talk to us about creative product launch marketing activations

If you are looking for an experiential marketing agency in London to lead your next brand campaign and activations project, let’s talk. You can also check out other creative retail pop-up activation designs on our work page, or take a look at our Wonder blog for all the latest consumer insights and design inspiration.

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