The New Beats Studio 2.0 would be a 5 year renovation of the headphone that took the world by storm and changed the game in 2008. The creative highlighted the design and sex appeal of the product that would show off the new look. A secret twitter launch release at the Beats Store in Soho NY & key global retailers would create mass awareness. Influencer gifting to Lebron, Serena, Eminem, and a tiered list of influencers globally with premium unboxing experience would tie to the social media strategy and launch to become the most desired headphone at retail stores.
#NEWBEATSSTUDIO
During the 2013 VMAs, by having multiple commercials during the event, Beats would unexpectedly takeover the show. With Eminem announcing his next EP during the event, teasers of his music video during the VMA commercial breaks would feature the New Beats Studio.
Retailer partnership was key as this would be the area of where consumers would engage with the brand before purchase. By leveraging global pop-music artist Lady Gaga, debuting her new hit song "Do What You Want", and using athletes and key influencers to highlight the features of the New Beats Studio, a global campaign was created that brought the point of purchase presentation to life.
Best Buy x John Wall (NBA Wizards Point Guard)
HMV x Rio Ferdinand (English Footballer)
Elgiganten x Freddie Ljungberg (Sweedish Footballer)
FNAC x Gael Monfils (French Footballer)