SOUNDS OF MARKETING WITH SOUND COLLECTIVE

This summer, Sound Collective, a vibrant and innovative music school, took a bold approach to marketing by launching a guerrilla campaign designed to engage music lovers in a fun and interactive way. From June to September, the company deployed a street team of brand ambassadors across key neighborhoods in Manhattan, Brooklyn, and Queens, creating an unexpected buzz in the heart of New York City’s music scene.

The campaign was simple yet effective: the team handed out scratch-off prize cards at high-traffic locations, particularly near lines at concerts and music festivals. Each card revealed a prize — ranging from free lessons to exclusive discounts — while promoting Sound Collective's unique music education offerings.

The guerrilla marketing strategy allowed the brand to directly target their ideal audience: music enthusiasts, festival-goers, and budding musicians. By positioning themselves in areas where people were already energized by music, Sound Collective seamlessly integrated into the festival culture, creating a memorable experience that connected potential students with the music school in an organic, low-cost manner.

With the campaign's playful, hands-on approach, Sound Collective was able to build excitement around their music school, reaching new potential students while reinforcing their presence as an exciting, approachable resource for aspiring musicians in New York City.

The creative use of street teams and scratch-off cards proved to be a smart move, offering a tangible and fun incentive to engage directly with the brand. It’s a perfect example of how guerrilla marketing can effectively combine creativity, timing, and location to drive brand awareness — all while creating a sense of excitement and discovery.

See more photos HERE.