Bowers & Wilkins, the manufacturer of high-end audio equipment, has appointed full-service digital agency Global Beach to develop an online strategy for the niche brand.
B&W, a prestige audio brand, aims to put user-generated content at the heart of its online marketing strategy, leveraging the growing trend for online networking.
B&W Group international brand manager Dan Haikin says the brand, which is 40 years old, has a strong following and that it aims to leverage this to both promote the brand and bolster its relationship with consumers.
Haikin adds the brand’s cult following among musicians and audio technicians will allow it to establish a forum that can connect “hobbyists” or brand loyalists, with listeners and new consumers.
As part of its focus on such content, it is launching monthly celebrity blogs. The first one will be written by Martin Ware, of 1980s bands Heaven17 and The Human League. Other potential celebrity contributors include B&W consumers Norman Cook (Fatboy Slim), Dave Stewart of the Eurythmics and Peter Gabriel.
Global Beach will also set up expert forums, podcasts and other interactive tools, providing consumers and site visitors with advice and product reviews. Visitors will be asked to rank the advice they receive from technicians, musicians and sound engineers and the best will receive a prize of a trip to Abbey Road studios, which has close associations with the brand.