PMG Digital Made for Humans

Case Study: Anthony Joshua Will Be Heard

1 MINUTE READ | June 12, 2017

Case Study: Anthony Joshua Will Be Heard

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David Gong

With PMG since 2012, David Gong leads marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry.

When British boxer Anthony Joshua knocked out former heavyweight champion Wladimir Klitschko on April 27 at Wembley Stadium, he was not the only victor to “own the moment.” His triumph was shared by Joshua’s partner, Beats by Dre.

PMG was part of the team (including Havas, Anomaly, and Laundry Service) that leveraged a branded content partnership with Sky Sports, as well as social, digital, film and music, to elevate the headphones brand’s profile among sport-loving consumers and helped differentiate it from other manufacturers. By the time the referee finished his countdown, Beats had succeeded in making a big impact around an already huge event.

Watch the case film to see how the Beats Media House, a cross-agency newsroom that created anticipatory and reactive content before, during, and after the fight. The campaign was a knockout, with Beats dominating share of voice by owning 65% of all views and 83% of all engagement across fight week and on fight night.

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