- Steve Miller, Brandweek

DETROIT JVC Mobile is taking karaoke on the road by asking consumers to submit videos of themselves singing a favorite tune in their cars for a chance to win a JVC Mobile car stereo system and other prizes. The "carstereoke" campaign and contest began this week.

The company has partnered with Spin magazine and auto enthusiast Web site Streetfire.net for the campaign, which is being promoted via print ads, Web banners, a viral video and a Sunset Strip billboard. All ads point consumers to Carstereoke.com, where the contest videos can be submitted and watched. Submissions will be accepted through Aug. 31.

Those with the best videos can win the grand prize -- a trip to Los Angeles to perform at the Key Club with Carstereoke.com's featured "rock band" Steel Panther, which parodies '80s metal acts. Other prizes include a JVC Mobile car AV system, a rock star wardrobe makeover at the Rock & Roll Religion store in Hollywood and a Fender Stratocaster guitar.

Spin will run print ads featuring Steel Panther, while Spin.com (and a number of other youth-oriented sites) will run online banner ads and widgets. The target demographic is 16- to 25-year-olds.

Chad Vogelsong, gm, marketing of JVC Mobile Entertainment, Los Angeles, said the carstereoke concept is an extension of a viral video "Turn me on" (in May) to promote JVC Mobile's El Kameleon CD/DVD receiver. The video shows vocalists Jacoby Shaddix from Papa Roach and Josh Todd from Buckcherry doing their own carstereoke by singing with the El Kameleon.

Since May 15 "Turn me on" has had 1,920,313 views. It helped generate 80,000 visits to mobile.jvc.com in May and June. "It got us great results, great interest," Vogelsong said. "It was the branded entertainment we wanted as well as getting the product being used in [the video]."

Also in May, competitor Pioneer launched a campaign to promote its car stereo system, in hopes of capturing an audience of older men and women. The ads focused on how its new in-dash audio devices fit into consumers' lives while commuting or heading off for a camping trip.