Beats By Dre #GameBeforeTheGame
Beats By Dre wanted to make an impact for the 2014 World Cup. The kind that people would remember nearly as much as Germany’s historic run in the tournament. Yet we weren’t an official sponsor, not even a true sports brand, so how could we make a real impact?
#GameBeforeTheGame took the tournament by storm. By sharing the rituals of the athletes competing in the games, we watched as the world began to share their own. We launched the campaign through a short form film, which we seeded to each athlete (with their own personal cutdown) prior to the start of the tournament. Through social we were active for each match, sharing the rituals of athletes we supported while leveraging key influencers to get in on the convo. A truly collaborative effort with athletes, various markets, and some crafty lawyers.
We ended up with 33% growth in YouTube subscribers, 26M views on YouTube, and our most engaged content on Twitter for the year all without ever saying the words “World Cup”.
