• by Larissa Faw , November 30, 2015

Last year, the wireless headphone brand JBL introduced the "Cordfail Effect" social media campaign that starred Vine social media star Logan Paul as he filmed himself in humorous moments when headphone cords get caught at inopportune moments. 

This year JBL and its agencies KBS and Attention are expanding on this concept by showcasing five Vine stars that tap into their collaborative nature and create continuity across their channels with the same theme about annoying headphone cords. 

Anchored by influencer Jerry Purpdrank, the campaign includes videos from JoJoe, Arantza, Big Nik, and Edwin Sanchez. Each was selected for their following and personalities. The videos show the stars walking their dogs, riding hover boards and other situations before falling because of their headphone cords.  

The agencies focused on ways to drive the most buzz while encouraging participation in a related contest, executives said.  Fans are encouraged to submit their own ideas via social media about what "Cordfail effect" they would like to see recreated.  

The landing page, www.jbl.com/cordfail, aggregates all of the content that is submitted and over the next three weeks, JBL and the campaign’s influencers will recreate ten user submissions, all of which will build off of the initial five Vine videos.  

Those whose concepts are accepted and recreated will receive prizes, including tickets to the NBA All-Star Game and the Grammys. JBL is also offering to provide a headphone winner every hour. 

Already the campaign is exceeding expectations. Within the first 24 hours the launch had reached six million "loops" or views. To date, there are more than 12 million loops, as well as more than 168,000 likes, 31,000 reposts of the clips via Vine, and 1,700 comments.  

Executives expect this social media interaction will increase significantly over the next few weeks as the campaign shifts into its consumer-generation phase.