Beats by Dr. Dre is one of the world’s leading producers of premium headphones and audio equipment. Founded by Dr. Dre, Jimmy Iovine and 3 other legendary music producers, Beats has achieved rapid success by building on their founding values of musical authenticity. Their small, yet powerful Pill was their initial entry into a crowded portable wireless speaker market in 2012.

The Pills went beyond the world of music and gave the Beats brand a voice in every important pop culture conversation. Timely video content had the Pills reacting to cultural moments on short notice. Contextualized online media gave the Pills a chance to comment on their surroundings on the web. Digital out-of-home executions were contextualized at the hyper-local level, showing Pill characters commenting on their immediate surroundings and neighborhoods, and they made use of dynamic triggering to tie messaging to specific events, dates and local conditions. The campaign was grounded in a constantly-updating social media effort, delivering fresh content with custom-rendered art.

At a time when loud culture, loud celebrities, and even loud friends make it hard for any one voice to be heard, the Beats Pills shouted their way into the conversation to the tune of 68.2 million social impressions and 2.2 million social engagements by the end of 2013. Tweets expressing desire for a Beats Pill rose 42%, and Thanksgiving sales rose 222% year-over-year, driving Beats sales to #1 in the wireless speaker category.