Logitech this week began the digital marketing campaign to support its new line of streaming music devices and accessories. The Logitech UE line includes two boom boxes, a smart radio that plays Internet radio, online music services and music on a computer, noise-isolating earphones, and three styles of headphones (coverage in RAIN is here). The ad campaign was spotlighted in The New York Times' Media & Advertising section.
The campaign is three different videos depicting "real-life situations where music played a vital role" (a Christmas Eve cease-fire on the Western Front during World War I, pirate radio off the coast of Britain, and astronauts on the International Space Station listening to music).
Logitech, incidentally, raised the ire of the Squeezebox user community (of which your humble correspondent is/was an avid participant) when it became apparent that the company will (at some point) discontinue support for the platform in favor of UE line. CNet explained (here), "The Squeezebox network audio streamers weren't typical products; owners were buying into an ecosystem of products. The ability to add more Squeezebox products to your network was a major selling point, making Squeezebox owners more invested in the platform than you'd be with another gadget. The Squeezebox ecosystem also includes software, and now there's a serious question as to how long the now-discontinued products will continue to work at full functionality. Squeezebox products rely on the MySqueezebox.com server to access streaming services like Rhapsody, Spotify, Pandora, and Internet radio."
Logitech did eventually state that it intends to "actively support the (Squeezebox) service," but hasn't not indicated how long that support will last.
Webcasters Pandora, iHeartRadio, and Slacker are running the campaign in the United States (it's also on Vevo, Myspace, YouTube, and Spotify). Logitech is also running banner ads with links to the videos on hundreds of web sites in the U.S., Britain, Switzerland, and Sweden.
Logitech's new UE products are currently available only at Apple retail locations and on the Web sites of Apple and Logitech. Beginning October 21, they will be available online and offline through BestBuy and at Amazon.com, while select products will also be available at Verizon stores in November.
Read The New York Times' campaign spotlight here.
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