beats by dr dre

THE BRIEF

• Launch five new products from Dr Dre's headphone range, Beats by Dr Dre, including celebrity commissioned headphones; Justbeats by Justin Bieber and Powerbeats by LeBron James

SLAM EFFECT

• Key European media invited to press conference in NYC for Dr Dre and Jimmy Iovine
• Conducted exclusive interviews between key media and talent
• Backstage footage of all celebrities seeded on key blogs and video sharing sites

RESULTS

• Over 100 pieces of branded coverage, including front cover of Evening Standard, interview on Entertainment Tonight, DPS in Metro in both UK and France, feature led articles in T3 and Stuff magazine

Territory: Europe