The Hear What You Want campaign took home a Webby Award and a Grand Clio and won the hearts of sports fans across social media. The campaign drew upon insights on how athletes would use the headphones to shut out the haters and get into their 'zone' as they entered a stadium on game day. The first commercial launched the New Beats Studio Wireless headphone and highlighted product features of the headphone but through an authentic storytelling and athlete insight driven lens. The first chapter of #HWYW debuted with Kevin Garnett, a 35+ athlete that was coming down from the hype of his career. It included traditional media and social media with a tease and bang strategy to make the campaign come to life. Additionally, Aloe Blacc's song, I'm the Man, would debut during the TV spot.
San Francisco 49ers Quarterback Colin Kaepernick was an unproven leader but soon became well recognized with the second chapter of the Hear What You Want campaign. The campaign would hint at the rivalry aspects in football as the arch-enemies would meet in Seattle. As both teams were a strong contender for the NFC Championship, the strategy was structured to leverage TV but fueled to takeover digital and social media to build the controversy and create an explosive moment for sports fans. Both fans of the 49ers and Seahawks took to social media for the riot. Aloe Blacc's song I'm the Man used in the commercial would soon become iTunes' #1 purchased song without any radio coverage or marketing spend. The YouTube post would jump to over 3.0MM+ views the day after the game when it launched.
The #HWYW strategy teased a third chapter a few days before the digital launch of Seattle Seahawks cornerback Richard Sherman's spot. A strategic media buy with Fox Sports allowed for two pre-game placements, one with Fox's Cleatus the Robot, to mimic the #HWYW campaign and additionally a "Pre-Game Fox Players to Watch" which included both #HWYW NFL athletes Colin Kaepernick and Richard Sherman. The TV commercial aired during the fourth quarter and won Seahawk fans to the brand through a "life inspiring art, inspiring life" moment - Richard Sherman would lock in the NFC Championship and a ticket to the Superbowl by blocking a game defining pass. Shortly after, a zealous Sherman would interview with Erin Andrews and the conversation erupted on social media and press.The commercial became was absolutely massive with Sherman's interview and block. Moreover, as fans and cultural influencers began to create their own #HWYW versions of the commercial, the conversation around Beat's marketing was forged in culture.
The fourth chapter of #HWYW with Cesc Fabregas would take the campaign global as the campaign would pollinate across sports. Airing just before the historical soccer match between world rivals Real Madrid C.F. and FC Barcelona. Cesc Fabregas' journey to El Classico became the HWYW athlete story. Upon winning multiple awards and nominations for recognition, shortly thereafter #HWYW would become the Just Do It for Beats and teed the brand up for the world's stage at the World Cup 2014 in Brazil. Beats by Dre's would write the next chapter in sports with Game Before the Game.