Lite Jam
Over $1,000,000 raised on Kickstarter in 12 weeks
STRATEGY:
Lite Jam is a new guitar with 150 programmable LED lights built into the fretboard. The guitar links to an Apple or Android app via Bluetooth, allowing you to call up scales, chords and training exercises to the guitar.
We knew we had to engage three audiences to shift decent numbers.
• Beginners
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• Teachers
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• Accomplished players
A big ask, as all three audiences have totally different needs, uses and ambitions. We positioned the brand across 3 channels as:
• A ‘must have’ for beginners to accelerate the learning process
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• A time saving aid for music teachers, who previously had to draw out / print out scale patterns for lessons
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• A great way to ‘get out of a rut’ for good players who tended to use the same scale all the time in solos. (Often the 'blues' scale.)​
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We planned the launch, handled the branding, social media and Kickstarter campaign.
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OUTCOME:
Over $1,000,000 raised on Kickstarter in just 12 weeks. Distribution pending in Brazil, the UK, USA, Japan, Germany and Mexico. ​​