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SUCCESS STORY

Beats and #BeHeard: Brand integration into the Fight of the Century

Beats wanted to establish their brand as the common denominator between music and sport. Partnering with Sky Sports, Beats gave fans an insider view to the biggest boxing event of the century through exclusive content in the build-up and night of the fight, dominating all social conversation. The results were knock-out across engagement, awareness and most importantly, sales.

Challenge Beats had identified the power of music within sport as an untapped opportunity, leading to the introduction of the winning formula, ‘Music + Sports = Beats’. The brand wanted to associate with a highly anticipated sporting event to build brand awareness and engagement with fans. 18% 350% 24.4m increase in increase in Beats views across all AJ ecommerce sales website visits #BeHeard content on Social Media

Insight On 29th April 2017, Anthony Joshua (AJ), The Future Great, took on the fight of his life against , The Current Great. Rising star of boxing and brand ambassador, Anthony Joshua, presented Beats and Sky with a huge opportunity. As the official fight broadcaster, Sky Sports owned the connection between the ring and the fans, offering the perfect partner and platform for Beats.

Idea Beats by Dre and Sky Sports partnered to share content through their joint investment in Anthony Joshua (AJ). Filming exclusive behind the scenes content in the build up the fight and the night itself, the content would be distributed across linear, digital and social platforms. By partnering with Sky, Beats had the platform to launch a campaign and #BeHeard.

Activation The big event became an all access pass for fans and viewers alike, to be fully immersed into AJ’s road to Wembley, and for Beats to be at the heart of it. The partnership needed to create content, buy and activate media in real- time while trying to engage huge numbers of fans with the live fight broadcast. Sky gave Beats exclusive access to its production crew and live footage. In return, Sky was invited to Beats’ film shoots, which gave Sky access to the brand’s ambassadors. Anticipation was built with distribution of AJ content across multiple platforms in the 5 days building up to the main event, all tagged with #BEHEARD. This included TV Spots across the Sky Channel portfolio, digital, Sky Go linear, PC VoD, social media and on skysports.com. Sky Sports Boxing used Twitter Amplify for pre-roll adverts of AJ sparring and wearing Beats headphones to promote the live event. Beats secured Home-Page take over’s across skysports.com, in the Sky Sports App, and Snapchat, all which help to expand the reach. Beats own assets, including ambassadors Dr Dre, Harry Kane and Rio Ferdinand, aided in creating excitement via social media. This all allowed Beats to reach new audiences and be the driver of social conversation around the fight, with #BeHeard. The custom created Beats AJ locker room footage was broadcast live in Wembley and to millions of homes via , giving fans and viewers a unique, personal and unprecedented access to see AJ in preparation for the fight as it was seamlessly integrated into AJ’s Ringwalk. Bringing Beats directly into the fight countdown. Sky Sports shared the footage on Facebook Live and Twitter. Beats had exclusive access to Sky’s raw broadcast coverage to create real time engagement videos that were shared via Beats Facebook and Twitter handles. Seconds before the first bell, a unique turbo break was broadcast live on Sky Sports, a Beats #BEHEARD pre-roll, bringing Beats into the heart of the fight and encouraging social conversation.

Results Engagement

●●24.4m views & 890k engagements across all AJ ‘#BeHeard’ content on social media.

●●Over +1.5k brand mentions on Twitter on fight night- more than any other sponsor

●●13 million views on Twitter amplify pre-roll videos

●●87million impressions delivered across Homepage Take Overs on SkySports.com and in App

●●6 million impressions achieved through Snapchat discover

●●10million real time video views on Sky Sports Boxing Facebook page

Awareness

●●Beats pummelled AJ’s other sponsors, dominating Share of Voice by owning 65% of all views and 83% of all engagement across fight week and fight night.

●●Beats by Dre social media videos created with Sky Sports Boxing broadcast coverage and boxing archive footage had 5.3 million Video views, 58k Likes, 1.8k Comments and 6.9k Shares.

Sales

●●Ecommerce sales +18% and website visits up 350% week-on-week during fight week across EMEA.

Click here to view the full case study and more SkyMedia.co.uk