Fender - Fender Play
Targeting - Aspiring and amateur guitar players, especially those looking for convenient digital learning options for guitar lessons.
Core Theme of the Campaign -
Fender collaborated with influential artists for the Fender Play Foundation, kick-starting fundraising efforts by donating $1 million and expanding further fundraising to support music education.
About the
Campaign -
Fender Play is a digital learning platform introduced by Fender, allowing aspiring guitar players to learn guitar anytime, anywhere through a subscription-based program for desktop and iPhone.
Formula applied by the Campaign to elicit customer action -
Fender Play aimed to engage people during quarantine by offering a giveaway of three months of free access to its music lessons, attracting a massive audience of 800,000 people.
Business Title
A Look at
the Campaign
1. Fender Play was launched as a response to the increasing demand for digital learning in the music industry.
2. The platform offers subscription-based guitar lessons accessible on desktop and iPhone.
3. During the COVID-19 quarantine, Fender Play initiated a giveaway, providing three months of free access to its music lessons, resulting in a remarkable 800,000 participants.
4. Fender collaborated with influential artists to establish the Fender Play Foundation, aiming to support music education.
5. The campaign included a fundraising effort, with an initial donation of $1 million from Fender.
6. Fender Play not only serves as a learning platform but also as a community for guitar enthusiasts, fostering engagement and lifetime value.
7. The campaign strategically leveraged digital marketing to increase customer engagement and promote the Fender Play app.
8. FeverPR was involved in the promotion, aiming to encourage more people to use the Fender Play app for guitar learning.