Beats by Dr. Dre’s Euro 2016 ‘Be Ready’ ATL campaign centred around a re-make of The Prodigy’s ‘Firestarter’ music video featuring Harry Kane, Antoine Griezmann and Mario Gotze, demonstrating how Beats headphones help footballs top players mentally prepare for Europe’s premier international tournament. Pitch was tasked with amplifying the campaign by generating editorial coverage of the video, and Harry Kane, across news, lifestyle, sport and music media in the UK as well as developing the campaign strategy for the German and French markets
In order to maximise the minimal media access available with Kane, Gotze and Griezmann, Pitch developed comprehensive questionnaire’s for each player, designed to illicit newsworthy quotes highlighting how Beats and music plays an integral role in their Euro 2016 preparation.
This resulted in a series of quotes with strong news lines that could be used in each market to sit alongside the content and add editorial relevance.
To launch the campaign, Pitch utilised its extensive media contacts across consumer, lifestyle, sports and music titles to generate mass awareness for the video content.
This blanket coverage was kicked off with a page print exclusive in The Sun, focussed around Harry Kane’s preparation for Euro 2016 and how Prodigy ‘firestarter’ was a key part of his playlist.
Throughout the tournament, quotes from Kane were then seeded to media to maintain momentum around the campaign.
• tems of coverage in UK media
• The Beats ‘Be Ready’ Firestarter video received more than 2 million views on YouTube