The document discusses several strategic partnerships that Fender has engaged in to promote the Fender brand and increase sales of Fender-branded products. Some of the key partnerships mentioned include developing the Fender Premium Audio system with Volkswagen, launching a co-branded apparel collection with Uniqlo that surpassed 1 million units sold, and partnering with Lucky Brand and Element clothing on music-inspired apparel lines. The document also discusses Fender's partnerships involving product placements in video games, mobile devices, and competitions/events sponsored by brands like Toyota, Pepsi, and Sundance Film Festival.
3. System
The Fender Premium Audio System debuted in the 2012 Jetta,
Passat and Beetle Volkswagen vehicles in the United States, and
in the Beetle globally. It includes 8 speakers and a subwoofer,
and has a 10-channel amplifier providing 400 watts of power.
Unlike any other car audio system, Fender Premium Audio
delivers uncompromised clarity that re-creates the raw emotion of
a live performance.
For the first time ever, Fender engineers worked with Panasonic
and VW to utilize Fender’s extensive sound and sound
amplification expertise in order to create a unique and distinctive
automotive audio system.
The product was launched with an extensive promotional
campaign, including several television commercials that
generated over 1 billion media impressions.
In its debut year, CNET awarded Fender Premium Audio its
“Best-sounding car stereo” award.
Fender Premium Audio (FPA)
4. FPA Accolades
Upon launching in January 2011, Fender Premium
Audio has received continuous industry acclaim:
Factory Car Audio of the Year Award (2011) - CNET
“This is hands down the best affordable premium sound
system you can get. . . This is the kind of system that competes with
home audiophile systems.”
CNET Announces Factory Car Radio of the Year- CE Outlook
“…the Fender system sounds better than the Bose car audio
system… sounds as good as the Mark Levinson system in the
Lexus and Harman Kardon system in the BMW.”
The Top 10 Cars for Audiophiles – Number 3- Popular Mechanics
“…For us, it’s the new standard for entry-level automotive audio…”
Ride and Drive Product Review – Motor Trend
“With crisp, clean sound biased toward the front of the interior to best
replicate a live concert, this hi-fi is the best you’ll find in a non-luxury
car, and one of the best overall.”
Product Review – VWVortex
“We have to say, [the Fender Premium Audio system] is one of the best
OEM systems out there. [...] This system is worth upgrading to
and sounds really fantastic.”
5. VW Beetle – Fender Edition
Based on the overwhelming success of the Fender Premium
Audio System, Fender and VW teamed up to launch the
world’s FIRST music industry branded automobile -
Volkswagen Beetle Fender Edition.
Custom fitted with the Fender Premium Audio System and
stylistically detailed with key attributes of the iconic Fender
brand.
The result is a car that exudes passion, attitude and
creativity with a foundation that is The Spirit of Rock-N-Roll.
Volkswagen and Fender supported the vehicle launch with a
significant digital and online promotional campaign, along
with dedicated websites in Europe and the U.S.
Volkswagen featured the Beetle Fender Edition in its global
automotive tradeshow environments, including: Frankfurt,
Japan, U.S. (Los Angeles, Detroit, Chicago, New York) and
China.
Volkswagen Beetle
Fender Edition
Production Vehicle
Global Debut June 1, 2012
6. The product was launched with an extensive
promotional campaign, including a high profile
television commercial featuring Eric Clapton (as
shown in photos) and print ads that generated over 1
billion media impressions.
The exposure and resulting demand made this the
fastest selling MyTouch device in T-Mobile’s history at
time of launch.
Initial sell-through forecasted at 3 months; actual sell-
through became 3 weeks.
T Mobile
Fender partnered with T-Mobile to create the 3G
Fender Limited Edition mobile device. This unique
device became a “must have” for music fans and
musicians alike. It came equipped with an array of
features for an enhanced music experience, such as
Fender artists’ pre-loaded songs, guitar tuners and
recording devices, and other music related apps.
7. Rock Band
Fender has been and remains an integral feature of the
blockbuster music video game, Rock Band and its
related releases -- Rock Band Beatles, Rock Band Green
Day and Rock Band Lego.
Consumers tapped into their “inner rock stars” and
played musical instrument controllers and sang along
with popular songs in the video game.
More than 30 million Rock Band video games have been
sold globally.
In addition to the avatars playing Fender products in the
video game, consumers played Fender Stratocaster and
Precision Bass replica guitar controllers.
Fender also created the innovative Squier by Fender
Rock Band 3 Strat guitar & controller that, for the first
time ever, allowed consumers to play a Rock Band video
game via a real guitar.
The franchise allows Fender to influence millions of like-
minded, lifestyle consumers who many never have
considered learning to play music.
8. UNIQLO (Apparel)
The launch was featured in UNIQLO’s global
retail network and included Fender musical
instrument displays in flagships stores throughout
Tokyo, Paris, Seoul, and Taiwan.
Uniqlo’s global flagship store in Ginza, Tokyo
showcased the apparel collection with a 2 day
event featuring consumer contests and live
performances with some of Fender‘s most
recognized Japanese artists.
Sales far surpassed expectations and resulted in
being among UNIQLO’s top selling collections,
reaching sell-through statistics surpassing 1
MILLION units.
In 2012, UNIQLO, Japan’s largest apparel retailer
(1400 retail stores worldwide) and growing global
clothing brand, launched a series of music
inspired Fender apparel.
9. Strategic Partnerships –
Lucky Brand promotes and sells Fender licensed products
in its 214 retail stores throughout North America, as well as
in apparel retail stores, such as Nordstrom and Dillard’s.
Sales continue to surpass Lucky Brand’s expectations and
have resulted in being among Lucky Brand’s top selling
licensed products.
Based on the relationship’s success, consumer retailer
sweepstakes featuring a one-of-a-kind music enthusiasts
rock-n-roll experience was created. The sweepstakes
accurately represents the unique consumer activations that
can be created with the FENDER brand.
Fender partnered with Lucky Brand to launch men’s, women’s,
and children apparel products to U.S. consumers featuring
vintage, music-centric, Americana designs.
Lucky Brand (Apparel)
10. Element (Apparel)
Element was founded as a high end skate board company
in the ‘90s and has evolved into a leading action sports
lifestyle brand.
Fender and Element partnered to launch the ‘46/’92
collection which represents the enduring qualities both
brands represent to their respective industry. More
importantly the partnership is a reflection of the
convergence of the cultures of “music” and “action sports”.
11. The collection features premium men’s and women’s rings,
necklaces, earrings, bracelets, pendants and cufflinks.
Each piece of this highly detailed collection is painstakingly
crafted from pure sterling silver and is made in the USA.
Sold at finer apparel accessory and jewelry retailers such as
Saks 5th Ave., Neiman Marcus, Nordstrom, Bloomingdale’s,
and upscale boutiques.
King Baby (Jewelry)
Fender by King Baby Premium Jewelry line is for musicians and
music enthusiasts who have an affinity for the passion of music
combined with cutting edge fashion.
13. Amplitube Fender
AmpliTube Fender is an officially licensed digital recording software
suite that enables beginner to professional guitar players to digitally
access the sound and performance of numerous Fender amplifiers
on their computers, mobile devices and tablets.
Apple featured AmpliTube Fender in a major, multinational iPhone
print campaign, including ad placements in Time magazine, People
magazine, New York Times, Wall Street Journal and many more,
which resulted in tens of millions of media impressions.
15. Product Development
Apparel and Apparel Related
Accessories/Collectibles – extensive
product development experience designed
to promote Fender brand awareness and
music lifestyle.
16. Vintage Shoe
Point of Purchase
Retail partner engagements involving
unique lifestyle imagery representative of
key Fender brand attributes, e.g. Macy’s
“Rock Shops” (featured here).
18. Toyota
Leveraging key partnerships outside
Fender’s core market to provide
additional core consumer value and
attract new consumer base.
“Get Road Worn” Band Competition
• 1.5 million consumer voter
registrations
• 6 million webpage views
• Over 6,200 registered bands
• Grand prize featured one-of-a-
kind 2009 Toyota Tundra and
matching trailer full of Fender
instruments
Toyota Matrix 6-String Custom
• Mobile consumer engagement
environment
• Interior and Exterior mods
representing unique design
aesthetics of both brands
• Interactive display featuring
custom Fender/Panasonic
audio/video system and Rock
Band video game
platform
• Unique co-branding project
marketed towards rebellious male
Co-Branding
19. Fender Music Lodge
The Fender Music Lodge has become “the” destination to
see and be seen at the Sundance Film Festival. It is the
headquarters of the Associated Press and hosts numerous
musicians, actors, and VIPs.
On Average, media reach exceeds 1.5B impressions as
Fender Music Lodge was prominently featured in over 1,100
print and Internet articles.
Additional media exposure via Radio Disney, CCTV (Chinese
Network) and Movie Maker Magazine.
Fender Music Lodge noted on E!'s “the Festival Top 5” List of
festival venues (out of 350).
American Express Magazine answers the questions: “Where
will all the celebrities be during the day? Where do you go to
people watch?”…
• “Good hangout spots during the day will be the
Fender Music Lodge- where live music will play all
day long”.
d entertainment
20. Pepsi
Pepsi: China Band
Competition
China PepsiCo’s $80MM (US),
band search: tremendous
opportunity to cultivate brand
awareness in a market that is
relatively untapped, youthful &
craving the spirit of rock-n-roll.
6000 bands applied; 121 event
activations
Promotion reached more than
500MM consumers
6MM posters featuring the
Fender IP distributed
Interactive component reached
120MM viewers
22. Engagement Environments
Interactive exhibits created to
showcase proprietary and
partnership initiatives
Establishes brand awareness
beyond core consumers,
expanding market share
Creates a force-multiplier greatly
expanding market reach and
media exposure through
extended partnerships
Leverages partnership strengths
to create products and exposure
that lead to new revenue
opportunities
