Mule Resophonic Guitar: Parr Mule
Matt Eich, the owner of Mule Resophonic Guitar was getting ready to launch a new wood body resonator guitar, their others are made of steel or other metal, so the new guitars would be heavily anticipated at launch. The name Parr comes from a fantastic musician Charlie Parr, this would be his signature guitar so we also needed to tie him to the messaging of this exciting launch. Matt came to me with a vision to create a campaign where the guitar started on a mule farm and traveled a variety of ways until it reached Charlie. The waitlist would be announced at the conclusion of this video as well as other forms of media across the web.
Film/photo Day
We traveled to Rockin P Mules near Ann Arbor, MI where we met the owner Jacob and his family. We went on a quick tour of the farm, during this process we captured a ton of authentic images of Matt and Jacob that could be used for a variety of uses in the future. We then began capturing our goal images and video for a video announcement as well as still for ads. social posts, etc. In the end we wrapped with tons of great content and had a blast hanging out with the beautiful mules and their trainer Jacob!
Launch
With a lead up of content eluding to a big announcement it was time for launch. Mule fans were thrilled at the announcement and orders came from across the globe. As the instruments were made we captured tons of content showcasing craftsmanship as well as some “Whats in the case?” video we pioneered, fans loved engaging with these videos full of suspense and the payoff of seeing a beautiful hand crafted guitar. The combination of this content lead to incredible engagement and a successful launch! There is nothing better than meeting great content, vision, an awesome brand, and it’s great fans!
Seeing it for the first time
Fans were eager to see the new guitar and understand its significance. We made a video to explain and show off the new model and connect its meaning back to Charlie Parr. Reactions speak for themselves in the comment and engagement!
Making a guitar neck
Mule is known for making some of the most comfortable guitar necks out there. We wanted to showcase the process through a variety of reels, enforcing the brands hand made values and craftsmanship.
What’s in the case?
Across social media Mule fans anxiously tuned in to see what the new guitars looked and sounded like. We had them covered with tons of relevant content ready to put them at ease, it was as cool as they imagined!
Parr Mule
