“We needed that partner to help tell our stories in the context of sport. No one does it like ESPN, no one does it with the flare, the authenticity, the realness of ESPN.”
Beats by Dre Objective
Drive Brand Awareness
Drive awareness and connect with consumers through authentic, contextually relevant stories that seamlessly align music and sports
Product Integration and Storytelling
Connect sports with music through innovative, non-traditional integrations and stories that resonate with consumers
“ESPN has been that partner willing to listen and share and collaborate,
we have made a lot of great work together.”
Music and Sports
The Beats by Dre/ESPN partnership seamlessly connected music and sports to resonate with consumers with a two-pronged approach.
First Take on ESPN2: The First Take partnership spoke to the ESPN audience through use of talent. Beats headphones were integrated by First Take commentators Stephen A. Smith and Skip Bayless, who used them to "block-out" hearing the other's opinion. Beats by Dre athletes also made guest appearances to tell their stories in an organic way with a lower third screen tag. Stephen A. and Skip took it a step further during tentpole events by asking athletes and celebrities to watch a video from their show and respond to it through the #HearWhatYouWant hashtag. First Take guest athletes also went into the Instagram @beatsbydre .GIF booth and made a 4-frame video to post on Instagram for additional reach.
Real time Content: Beats created real time content with Beats athletes around major sporting events (i.e. World Cup, US Open Tennis, NFL Playoffs). ESPN provided key placement for Beats to premiere their content surrounding the featured sporting event - reaching fans with timely content in relevant ESPN programming.
Beats Music Tag in Program: Music tagged as "Curated by Beats" appeared on ESPN programming such as SportsCenter and First Take to further solidify the music and sports connection. This same music was linked to specific top-tiered athletes within the Beats by Dre music commercials deepening the connection between music and sports.
“We have seen sales. We have seen consumer engagement. We have seen our social media channels increase. We created true authentic conversation with the ESPN brand. It has been a very successful partnership which means we will continue to invest and spend more money with ESPN.”