The Game
Before The Game

Beats By Dr. Dre

"Did Beats By Dr. Dre Just Out-Nike Nike With This Incredible World Cup Ad?" Adweek.

Global Integrated Campaign

"Did Beats By Dr. Dre Just Out-Nike Nike With This Incredible World Cup Ad?" Adweek.

Every four years the biggest brands compete for domination of the world’s most significant sporting event: the World Cup. Beats was not a sponsor of the tournament and was also banned by FIFA. So, we decided to change the conversation to the game that only Beats could own: the pre-game. The campaign launched with a five-minute film on YouTube that went viral on its first day and clocked 30 million views by the end of the World Cup. The film featured the pre-game rituals of footballers, celebrities and fans around the world as they transformed pressure and distraction into focus and victory. Through our social channels, we shared the stories behind

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Every four years the biggest brands compete for domination of the world’s most significant sporting event: the World Cup. Beats was not a sponsor of the tournament and was also banned by FIFA. So, we decided to change the conversation to the game that only Beats could own: the pre-game.

The campaign launched with a five-minute film on YouTube that went viral on its first day and clocked 30 million views by the end of the World Cup. The film featured the pre-game rituals of footballers, celebrities and fans around the world as they transformed pressure and distraction into focus and victory.

every ritual and watched as the world began to share their own. We targeted sports fans in different parts of the world based on strategic business priorities. People were driven to the content through a combination of rich media, online PR advertising and TV spots. We also targeted authentic integration with crucial broadcast partners to blur the line of studio shows/games and our film. In addition, we used 360 degrees of communication to maximise our breadth and depth of reach, by highlighting certain athletes when they were the talk of the tournament. For the semi-finals, we collaborated with Jay-Z to create a two-minute remix of the

Think of them merely as actors on a paper stage, in a performance devoid of content yet rich in form. That being the case, there is really no point in your continuing to read them. After all, you have many other things you should be doing. Who's paying you to waste this time.

Through our social channels, we shared the stories behind every ritual and watched as the world began to share their own.

We targeted sports fans in different parts of the world based on strategic business priorities. People were driven to the content through a combination of rich media, online PR advertising and TV spots.

We also targeted authentic integration with crucial broadcast partners to blur the line of studio shows/games and our film.

In addition, we used 360 degrees of communication to maximise our breadth and depth of reach, by highlighting certain athletes when they were the talk of the tournament.

For the semi-finals, we collaborated with Jay-Z to create a two-minute remix of the film, featuring original lyrics about 'The Game Before The Game'.

film, featuring original lyrics about 'The Game Before The Game'. For the final execution, we collaborated with David Hasselhoff to create a spoof of our own film. It was seeded with key industry influencers and international press at an exclusive premiere screening of the full film in London. Despite the ban, the players continued to wear Beats, drawing even more press attention to the brand, so they became the headphones of choice for the world’s top footballers. The Game Before The Game campaign created a storm of online football conversations making Beats one of the most talked about brands in 2014.

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For the final execution, we collaborated with David Hasselhoff to create a spoof of our own film. It was seeded with key industry influencers and international press at an exclusive premiere screening of the full film in London.

Despite the ban, the players continued to wear Beats, drawing even more press attention to the brand, so they became the headphones of choice for the world’s top footballers. The Game Before The Game campaign created a storm of online football conversations making Beats one of the most talked about brands in 2014.