Title	BEATS1RUN
Brand	BEATS BY DR. DRE
Product/Service	BEATS BY DRE HEADPHONES
Category	A05. Live Broadcast / Live Streaming
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

Name	Company	Position
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 kitted out in exclusive Beats1Run gear. And Beats’ owned social channels covered the event.

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, week on week

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. When it comes to running, most athletic brands talk about personal bests, crushing a 10k and pushing through pain. Beats turned all that on its head by turning the run, fun. Runners in Los Angeles, New York City, London and Paris ran 5kms, powered by a radio show unlike any other.

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 total freedom of movement and pair seamlessly with your mobile device so you can listen to your workout playlist in brilliant Beats sound. Our insight was that running is made for music. It’s got rhythm, pace and attitude. Our audience likes to keep themselves in decent shape, and uses music to motivate them during their exercise. 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, and amplify the experience via content and of course, Beats1Radio.