Fender Guitars
Find Your Fender
An intuitive instrument matchmaker.
Insight
The world is in need of collective catharsis from 2020, and music is the answer.
To meet the moment, Fender is offering the perfect antidote; a creative escape to mobilise new and aspiring players to make some noise.
Idea
Prime the stage for new players and bring the guitar store experience online.
To empower fans to discover their own unique sound and style, Fender stepped up and offered three months of free online lessons on Fender Play—launching with a film series and social initiative inviting new players to Play Free.
Next to launch was Find Your Fender, a digital gear guide. The immersive audio experience adapts in real-time to choices, including music and finishes, and intelligently recommends the perfect Fender guitar, bass, or ukulele, for all levels. And since much of the world is unable to get to a store in person, Find Your Fender brings this traditionally in-store expertise seamlessly to the online arena.
Impact
Find your sound and make it loud.
Coming off of a record-breaking year for Fender, it’s clear that guitars are having a moment. And with the introduction of the Play Free campaign and Find Your Fender gear guide, those records are poised to reach unprecedented heights.
