We used cultural and social media insights gathered from trend research, social listening conducted with our proprietary Echo Social Graph tool, and our data partners at Tubular, Julius and Crimson Hexagon to identify Dance as a high potential video genre – and MTV’s LIT! was the perfect partnership for Beats to become part of the stories, people, and communities behind today’s hottest dance trends.

Beats was integrated into a special episode of LIT!, MTV’s new online series about viral dance culture. The episode features Beats headphones worn by Mette Towley – a dancer at the cusp of global fame after starring in the music video for N.E.R.D’s infectious single “Lemon.” Illustrating the Beats brand message, Mette shares the story behind the dancer and what helps her get #AboveTheNoise.

We designed a content strategy and produced 25 distinct pieces of LIT! video for distribution across several social media platforms and accounts, native to the viewer behaviors of each platform, guaranteeing that MTV fans were met with the version of LIT! best suited to whichever platform that they use to engage with MTV.

Beats’ Lit! episode leveraged Mette’s rising star and fused with her image as her fame grew from a featured dancer in a music video to the forefront of a dance and social phenomenon.

By creating branded content for MTV’s LIT! show format, and partnering with Mette at her surge in popularity, our Beats episode garnered over 19.5 million impressions and 4.5 million views. More than tripling expectations.

The integration seamlessly immersed the Beats brand into a super-current story in music and dance.

Even celebrities like Pharrell and N.E.R.D joined in, organically sharing the episode from their personal social accounts. As the #LemonDanceChallenge spread across social media, so did image after image of Mette in her Beats.