Epiphone: The Les Paul Skill Check

This case study shows how Epiphone, the American guitar brand, launched a new signature Gibson Les Paul in Germany with a Shazam challenge to engage guitar players.

Epiphone: The Les Paul Skill Check

Legends of music history played one: a Les Paul. In 2015 Björn Gelotte, guitarist of the metal band "In Flames" joined this club with his own signature line. To promote it and stand out on the highly competitive market, we directly appealed to the honour of our target audience with a provocative question: Do you deserve a Les Paul? With the "Les Paul Skill Check" professional guitarists had to master a solo while using Shazam like never before: As a musical judge. But only if they were good enough to master a very ambitious...

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