Beats: #BEHEARD - AJ Fight of the century

Beats, an audio products brand, reinforced its connection with British sporting to create real-time social media content in order to increase brand buzz.

Objectives and strategy

The objectives were:

  • Increase UK sales, reinforce the brands affinity with sports in the UK
  • Dominate SOV for mentions/engagements,
  • Elevate the Be Heard owned channels,
  • Maximize views of 'product in the moment, engagement and brand mentions.

To deliver, Beats amalgamated brand, agencies and media owners in a collaborative first. They created a live activation around the most highly anticipated fight of the year.

Beats' collaborated closely with Sky's Sports in this campaign, as they not only allowed Beats to feed its product and brand into Sky's boxing coverage, they also gave them access to Sky's production teams,...

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