Cannes Lions

Beats1Run

R/GA HUSTLE, London / BEATS BY DRE / 2016

Awards:

1 Silver Cannes Lions
1 Shortlisted Cannes Lions
Case Film
MP3 Original Language
Presentation Image
Presentation Image
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Overview

Entries

Credits

Overview

Description

Beats1Run was the world’s first global running event powered by a live radio broadcast. Broadcast live to simultaneous runs in Los Angeles, New York, London and Paris and to runners in 100 countries tuned into Beats1Radio, the Beats1Run turned a 5km fun run into a moving concert.

The world’s best DJs curated exclusive playlists so runners could move to the same beat, encouraging runners with live shout outs and the reward of an epic party after the finish line.

Beats1Run was the first radio show to fuel a global running event, instantly moving Beats into active lifestyle culture.

Execution

Beats1Run was the world’s first global running event powered by a live radio broadcast.

The radio show was streamed live from Beats1Radio, Apple Music’s radio station, curated by the world’s best DJs.

5km running events took place in Los Angeles, New York City, London and Paris on October 25th 2015.

Runners were kitted out in exclusive Beats1Run gear.

And Beats’ owned social channels covered the event.

Outcome

Beats don’t ever publish sales figures, but here’s what we can reveal:

3,650 runners took part in the four event cities

5000 ‘virtual’ runners, not in the host cities, took part

#Beats1Run trended #1 on Instagram

@Beatsbydre mentions were up 3x on average mentions

40% rise in Instagram followers

Similar Campaigns

12 items

Shortlisted Cannes Lions
Unleashed

ZAMBEZI, Los angeles

Unleashed

2019, BEATS BY DRE

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