As the guitar manufacturer responsible for supplying famous musicians like John Lennon and Slash with instruments, Epiphone by Gibson set up the 'Les Paul Skill Check' campaign to ask fans: "Do you deserve a Les Paul?"
Since demand for the premium guitars is so high, this was the brand's attempt to keep up with the outrageous annual demand for its products. The Skill Check involved having guitarist Björn Gelotte (also a proud Les Paul owner) of famed In Flames create an original song. Guitarists were then challenged to play the song on a guitar and have Shazam stand in as a "musical judge." If the song was performed to perfection, expert guitarists were led to a web page where they had the chance to pre-order or win one of the iconic guitars.
By putting music lovers to the test, exclusivity makes consumers more likely to spread the word based on the elite status awarded to them.