Client:   Beats By Dr. Dre
Project: Beats1Run

Beats By Dre established itself in the world of sport by getting its iconic Studio and Solo headphones on the ears of elite global athletes as they prepared for huge sports moments.

The brief was to grow Beats’ share of the Active Lifestyle segment – everyday runners and fitness enthusiasts – by getting them to make the new Beats Active range – sweat resistant, wireless – a must-have part of their gym bag.

Our objective was simple: make Beats essential exercise gear.

Results:
3,650 runners took part in the four event cities
5000 ‘virtual’ runners, not in the host cities, took part
#Beats1Run trended #1 on Instagram
@Beatsbydre mentions were up 3x on average mentions
40% rise in Instagram followers