| Title | BEATS1RUN |
| Brand | BEATS BY DR. DRE |
| Product/Service | BEATS BY DRE HEADPHONES |
| Category |
C05. Co-Creation & User Generated Content |
|
Entrant
|
R/GA HUSTLE London, UNITED KINGDOM
|
|
Idea Creation
|
R/GA HUSTLE London, UNITED KINGDOM
|
|
Media Placement
|
R/GA HUSTLE London, UNITED KINGDOM
|
|
Production
|
R/GA HUSTLE London, UNITED KINGDOM
|
Credits
| Rodrigo Sobral |
R/GA London |
Executive Creative Director |
| Ciaran McCarthy |
R/GA London |
Creative Director |
The Campaign
Beats1Run was the world’s first global running event powered by a live radio broadcast. Broadcast live to simultaneous runs in Los Angeles, New York, London and Paris and to runners in 100 countries tuned into Beats1Radio, the Beats1Run turned a 5km fun run into a moving concert. The world’s best DJs curated exclusive playlists so runners could move to the same beat, encouraging runners with live shout outs and the reward of an epic party after the finish line.
Beats1Run was the first radio show to fuel a global running event, instantly moving Beats into active lifestyle culture.
Creative Execution
Beats1Run was the world’s first global running event powered by a live radio broadcast. The radio show was streamed live from Beats1Radio, Apple Music’s radio station, curated by the world’s best DJs.
5km running events took place in Los Angeles, New York City, London and Paris on October 25th 2015.
Runners were invited via Beats1Radio, Apple Music and bespoke email invitations to their Apple IDs.
Runners were kitted out in exclusive Beats1Run gear and Beats Active earphones.
And Beats’ owned social channels covered the event.
Results
Beats don’t ever publish sales figures, but here’s what we can reveal:
3,650 runners took part in the four event cities
5000 ‘virtual’ runners, not in the host cities, took part
#Beats1Run trended #1 on Instagram
@Beatsbydre mentions were up 3x on average mentions
40% rise in Instagram followers
And Beats is now seen as active lifestyle gear, not just elite headphones for elite athletes and musicians.
Beats1Run is the world’s first global running party connected by music.
It brought to life the Beats By Dre brand belief that music fuels performance and gave runners around the world the chance to run to the same beat, in one giant global celebration of music and sport.Beats recruited runners in Los Angeles, New York City, London and Paris via Beats1Radio and Apple Music to run 5kms, powered by a radio show unlike any other - live streamed via Beats1Radio, curated by the world’s best DJs, this exclusive set was broadcast to runners around the world, moving them all t
To get Beats into gym bags around the world, we had to prove that Beats was not just for elite athletes, but for anyone who leads an active lifestyle.
Beats Active is a range of sweat-resistant, wireless headphones and earphones. They offer freedom of movement and pair seamlessly with your mobile device so you can listen to your workout playlist in brilliant Beats sound.
Our audience uses music to motivate them in their active lifestyle pursuits. We knew that a lot of Apple Music users listen to music whilst they run, so we recruited them via Beats1Radio, Apple Music and bespoke email invitations.
We didn’t have the budget for a big advertising campaign, so our approach was to create a moment for people to experience the power of music and Beats to fuel their run