Everyone knows: musicians love to be challenged. So, we created an outstanding challenge to promote the new Les Paul signature guitar. We let guitar players prove their skills, by perfectly playing a difficult solo written by Björn Gelotte, guitarist of the legendary Swedish metal band “In Flames”.. We let them measure their precision by using Shazam like never before: as a musical judge. But only if they played well enough, we rewarded them for perfect performance with exclusive benefits.

IMPLEMENTATION:

Challenge guitar players with the direct question “Do you deserve a LesPaul?” and the notes of a difficult guitar solo, which was written by Björn Gelotte, guitarist of the legendary Swedish metal band “In Flames”.

TIMELINE:

April 1st 2015 – May 30th 2015

PLACEMENT:

Instore Posters: JustMusic stores Berlin, Hamburg, Munich and Dortmund.

Relevant music magazines, ranging from ambitious amateur to pro: Rolling Stone Magazine, Metal Hammer, Guitar&Bass.

SCALE:

Print circulation 31.500 and 20 Instore Posters, both in combination with the innovative use of Shazam, leading to a mobilesite

REACH:

During the promotion period, countless guitar players all over germany tried to master the solo.

ENGAGEMENT:

Because those who weren’t good enough didn’t produce a measurable result within Shazam, we can only guess the numbers. What we know: Even though only very skilled guitarists could play the solo perfectly in our tests, Shazam measured 250+ successful matches. One lucky guitar mastermind got the new LesPaul for free.

IMPACT:

The first production batch was sold out, before it was even in stores. Not least due to the LesPaul Skill Check, the 2015 Björn Gelotte Signature LesPaul is now on top of every guitarist wish list.