Beats by Dre: Anthony Joshua versus Wladamir Klitschko: Beats Media House

 
Campaign Summary

Beats by Dre wanted to remind its customers of its connection with British sporting achievement. It created a cross-agency studio to create and promote digital content for a boxing match featuring Beats brand ambassador Anthony Joshua.

Strategy

Objective and Context:

To take the U.K. market by storm, Beats needed to reinforce its products’ connection with British sporting achievement. Opportunity came calling when Beats ambassador and rising boxing star Anthony Joshua was scheduled to take to the ring and fight former champion Wladamir Klitschko in April 2017.

Key performance areas were:

  • Views
  • Engagement with social content
  • Mentions and retweets on Twitter
  • Views of the live videos
  • Share-of-voice
  • Sales

Target Audience:

The primary audience was 18- to 34-year-old urban music- and sport-loving consumers who focus on current events and news.

Creative Strategy:

Beats’ strong, long-term relationship with Sky Sports allowed the brand unprecedented access to Sky’s production teams, enabling Beats to shoot and use raw real-time footage in its content. Beats created a cross-agency studio, a hub staffed by brand and agency creatives and strategists who created and distributed content across a suite of media and channels. It generated both anticipated and reactive real-time Joshua content before, during, and after the fight.

Execution

Overall Campaign Execution:

Fans were asked via Facebook and Twitter to share their messages of support, with the best displayed on Wembley’s perimeter boards. Beats and Sky built anticipation and reinforced their partnership with a co-branded Facebook stream from Joshua’s locker room. Content was augmented via paid media spots, including [email protected]’s integration with Twitter’s Instant Unlock Card. Boxing fans were encouraged to support Joshua using the #BeHeard campaign banner, which rewarded them with exclusive content. Audio content played an important role in the campaign via a partnership with Apple Music that allowed people to share Joshua’s famous ring-walk tracks.

 

Mobile Execution:

The mobile component was fundamental to the strategy; the interactive element of the campaign was based almost entirely on mobile. The Sky Sports Mobile App had recently been relaunched with a fresh look. New features were added to make watching live sports on mobile even better and more interactive. Mobile brought an element of immediacy to the campaign, as most content produced was real-time and exclusive.

Results (including context, evaluation, and market impact)

This campaign achieved the following results:

  • Beats owned 65 percent of all views and 83 percent of all engagement across fight week and on fight night.
  • More than 400,000 people tuned in to the Beats @SkySports behind-the-scenes live stream on Facebook, which saw 98 percent positive sentiment.
  • There were 24.4 million views and 890,000 engagements across all “Be Heard” content.
  • The “Back to Beats” celebration video was one of the top engaged videos with the tag #JoshuaKlitschko and the most engaged video of the campaign, with 3.1 million views, 86,000 engagements, and 4,000 retweets.
  • Brand mentions peaked during fight night with more than 1,500 mentions on Twitter, more than any other sponsor and more than @skysportsboxing.
  • Shares of Beats content by Sky Sports and SPORTbible social accounts delivered an additional audience size of 1.5 million social media followers.
  • Sales increased 18 percent during fight week.

Categories: | Industries: | Objectives: Mobile Video | Awards: Finalist