To position iHome as a fun and credible brand with the Millennial audience on the nationwide Identity Festival.


  • Positioned and negotiated iHome as the title sponsor of Identity Festival which included national tour media, radio spots, press, advertising and promotional entitlements
  • Created a national pre-tour promotion asking Identity fans and artists alike to create custom "skins" for the iP4 Boombox
  • Developed an interactive lounge where Identity fans could engage with iHome and view the completed Wall of Sound featuring skins from 10 Identity artists and 10 contest winners
  • Secured online promotions for iHome with key bloggers, websites and tastemaker music outlets featuring iP4 prize pack giveaways and concert tickets


  • iHome gained over 50,000 new Facebook likes and 2,500 new Twitter followers during the promotional window
  • The brand was included in 188,619,945 media Impressions
  • 5,631 new e-mail sign ups gained via onsite engagement and raffles