1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
For the first time in years, D'Addario was launching a new acoustic guitar string. Most guitarists feel they don't need another set of strings--what they've been playing for years is fine. We needed to get them to realize what they might be missing out on--a whole new world of possibilities from their guitar.
Nickel Bronze site
A mini-site touts the string's benefits and advantages, featuring a comparison player that lets you hear the difference between Nickel Bronze and our other strings.
http://nickelbronze.daddario.com/
In this blade of the site, listeners can compare the sound of Nickel Bronze strings to other strings--played on the same guitar, by the same guitarist, to the same song.
We aggregated all the social chatter around the new strings at the foot of our site.
Once the string was launched, we pushed the campaign out to all social channels.
Before the string was launched as "Nickel Bronze," we sent out beta packs to players labeled "N6 Alloy" and solicited their opinions, which we'd use later as testimonials in social media.
This was one of a many "countdown" images we posted leading up to the launch of Nickel Bronze. We took some of the best endorsement quotes from our beta-testers and put them on top of the beta pack design, teasing the new pack design behind it.
With each post, we revealed a little more of the new pack design.
And a little more...
...and more...
Until the final coming out day arrived.