Beats ‘Be Heard’ Campaign 1.0

Beats by Dre 'Be Heard'

Campaign Phase 1

We partnered with Anomaly to create the digital extension for the Be Heard campaign. The big idea was to hijack the chest beat, an authentic, athlete celebration – a universal behavior living beyond athletes and in stadium culture.

With built a strategy that enabled us to be part of the conversation from the start of the game to the finish; arm sports fans and our audience with bespoke assets (GIFs and videos) that connects to the visceral conversation around sports. Declarations, bragging rights, and retorts are all part of the conversation before during and after the game; we armed the world and allowed them to Be Heard.

This campaign was highly successful having millions of views and impressons for each event; Dak Prescott’s first playoff game GIF earned 25 million views within 24hrs.

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