Cannes Lions
R/GA HUSTLE, London / BEATS BY DRE / 2016
Awards:
Overview
Entries
Credits
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
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