Monster Inc. is an American company that manufactures and markets 6,000 different products, but is best known for audio and video cables. It also produces speakers, headphones, power strips, mobile accessories and audio devices for automobiles. The company was founded by an audiophile and engineer, Noel Lee, in 1979 by experimenting with different ways to build audio cables. It grew by doing demonstrations to convince the industry that audio cables made a difference in audio quality and by establishing relationships with retailers that were attracted to the cable’s profit margins.
Over the years it created new divisions like Monster Music, Monster Game, Monster Mobile, Monster Photo and Monster Power. In the 2000s, Monster had legal trademark disputes regarding other companies or products that have “Monster” in their name, such as Monster.com and the film Monsters, Inc. Monster said it needed to defend its premium brand, while critics said it was pursuing litigation against companies that do not have confusingly similar products. It began manufacturing headphones in a partnership with Dr. Dre in 2008, which ended in 2012, and it created other celebrity branded or Monster-branded headphone products.
Monster approached the zepto group in Austin, Tx @ SXSW music conference. After reviewing current campaign strategies the companies engaged in a partnership to roll out the new DNA headphone product. Through co-branding with entertainment artists & creating viral video content the Zepto Group was able to direct over 5,000,000 unique users to the new DNA headphones. Monster Products was so impressed with the partnership they extended the contract to cover a verity of physical & digital activations.
Task- Roll out an international headphone providers new product.
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