CES 2013 would be the first event where Beats would show up as a brand. Beats would takeover Vegas by air, land, and party. To disrupt the event, digital and banner media was purchased at airport baggage claims to hit retailers who were visiting Vegas for CES at the airport, the largest and most impactful digital billboards on the Vegas Strip were filled with campaign material to get awareness as retailers travelled to the hotel, and media was purchased along routes to the CES Showroom where retailers would travel. The first taste of Vegas retailers had was Beats before they even reached the CES Showroom.
Without Monster Cable producing, distributing, and managing sales channels, Beats needed to make a presence with retailers that the brand and company that would continue to grow and dominate the market. With a retailer invite only, Apple WWDC like presentation, the leadership team would welcome retailers to CES Vegas and share what was up and coming with Beats from all aspects of the business.
After a presentation from each C-level executive from the leadership team on finance, operations, product development, and brand marketing, we announced with a curtain drop "bang" moment the most premium execution of Beats point of purchase displays in a shop in shop concept. This was the first time retailers would experience the new point of purchase display
During the week of CES, sales teams would host meetings with retailers to secure purchase orders and we create an experiential Beats Engineering Museum where our product engineers would give retailers a tour of and rationalize to them the sound engineering, product design, and technologies that we they had invested in with their purchase orders.
The week of retailer meetings would end in a buyout of club Marquee with a Beats CES Takeover Party. With guest performances by Rick Ross and world class electronic DJ/artist ZEDD, retailers were treated like A-list celebrities with private bottle service and champagne toasts, to celebrate the moment. Beats would be the first and last thing retailers would remember from CES.