Beats by Dre: Solo Selfie
To promote an upgraded version of the Solo headphones, we took an existing millennial favorite, the Selfie, and introduced an upgraded version, the Solo Selfie. Playing off of the slow motion feature in the new iPhone, we created an easily executable new video selfie, a behavior inextricably linked to our product. Within a matter of weeks there were nearly two hundred million views and over seven hundred and ninety million impressions.
We didn’t just borrow from pop culture, we created itEverything about the way we approached this campaign was fresh. Instead of focusing on your typical celebrities, we expanded our roster to include some of the most influential, relevant names across social. To reach a diverse millennial audience, we custom tailored partnerships that spanned sports, music and entertainment. We even created entertaining tutorials to show consumers how to execute the Solo Selfie.
One of the most rewarding parts of the campaign was creating characters for Kenan Thompson interesting enough that he was down to play ball.
A special partnership with the Voice allowed us to shoot the remaining contestants and air the spot during a highly anticipated episode of the show.
Nicki Minaj used a personalized Solo Selfie :15 to launch her new album "The Pinkprint."
Beats tapped into their extensive network of influencers to help launch the campaign across social. From Richard Sherman to Fat Jew we seeded the behavior and it wasn’t long before it took on a life on it's own. But probably the best part was I got to shoot John Bones Jones and we talked about cats.
