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.
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:
The primary audience was 18- to 34-year-old urban music- and sport-loving consumers who focus on current events and news.
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.
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.
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.
This campaign achieved the following results: