While the Powerbeats2 Wireless headphones had become the best-selling sports headphone, most consumers were unaware of its hands-free phone calling. To promote this, we worked with Marcus Mariota, the standout quarterback from the University of Oregon who was predicted to be selected early in the NFL draft. In the days leading up to the draft, we worked with Beats to be part of his experience, surrounded by his friends and family, and show a side of Mariota’s personal life in his hometown that most people don’t get to see. A day before the draft, we dropped our film that connected Beats to Mariota and celebrated this huge moment. On the day of the draft, we seeded product to key players including Mariota and two other top draft picks. All of the top players took their draft calls live-on-air with their Powerbeats2 Wireless – during the first round sponsored by a key competitor. Beats product was front and center for all the world to see.
Results:
Social impressions 25.5M
Social views 4.9M
Social engagement 3.1M
Earned media impressions 28.5M
Earned media value $2.25M
Executive Producer: Justin Benoliel
Producer: Natalie Cordray
Production: Ramble West
Agency: Hustle