IDEA

Take advantage of one of 2012’s most anticipated sports moments to connect Beats with Corinthians, one of the foremost Brazilian football clubs with a 30+ million people fanbase, to leverage the connection between music and sports and create the biggest media stunt for the brand to date.

STRATEGY

Design a custom Beats Corinthians headphone and seed a limited run to the players, right before they took of to Japan in December, where they played the 2012 FIFA Club World Cup.

RESULTS

Massive media coverage: dozens of TV appearances and almost one hundred articles published in magazines, newspapers and websites, reaching over U$ 3 million in earned media.

The phone was designed by our agency and approved by Beats and Corinthians. A special sleeve was also designed and printed with a manifesto. Hours before their departure, we had prime access to the team: the Corinthians' marketing department allowed us to approach all players one by one, and we could record their amazed reaction upon receiving the product. Rashid's video call the fans to action, shouting the historical importance of the moment to the team. Over the last days, the players were seen wearing their phones everywhere in the media. The fans reacted passionately to the phone, asking both the brand and the team constantly if they would ever be available to buy.

News on the headphones spread quickly through the players' social medias (Instagram, Twitter and Facebook). Immediately, tonnes of fans started sharing and commenting on the product on their channels as well.

The stunt attracted massive media attention, including their connection in Dubai, their arrival in Nagoya and their departure by train to Yokohama.

Globo TV live coverage of the journey included a 2min40sec interview with player Fabio Santos on Globo Esporte, where he was wearing his phones.

The perfect finale came when Corinthians won, driving even bigger media coverage. Over 2 million people were reached as players appeared wearing Beats 
in aftermatch interviews.

- More than 80 online articles with photos or videos with product placement.

- Dozens of photos published by the players on Instagram & Twitter

Advertising Value Equivalency: 

TV Appearances:

Approximately USD 2.154.000,00

Web:

Approximately USD 745.000,00

Print:

Approximately USD 277.000,00

Total AVE's = USD 3.176.000,00