The DFW Interactive Marketing Association honored the region’s best in marketing last night, and PMG picked up two awards for its campaign for Beats by Dre, “Got No Strings.” The campaign was named “Most Effective Integrated Marketing Campaign” and “Most Effective Use of Video.” This marked the third straight year in PMG’s partnership with Beats by Dre where the agency won major accolades from arguably one of the country’s strongest regional advertising association.
“Got No Strings” aimed to help Beats convince and compel consumers to move to a life of wireless, in conjunction with the headphone company’s launch of three major wireless products. The effort was global in scope, and helped Beats achieve its biggest holiday season ever.
The campaign’s core centered on an anthemic film scored to “I’ve Got No Strings” from Disney’s Pinocchio filled with celebrities who effortlessly moved through life, empowered by the new wireless line-up.
“The video saw nearly 800 million views, which is tremendous and speaks to the resonance of Beats’ brand and messaging with consumers,” said Nick Drabicky, PMG’s head of agency strategy. The video was also ranked as one of 2016’s most viral videos, according to Advertising Age and Visible Measures.
In addition to the awards for “Got No Strings,” PMG was a finalist for the categories of Most Effective Lead Gen Campaign and Most Effective Use of Social for a campaign for Cole Haan, and Most Innovative Use of Search for the agency’s proprietary algorithm leveraging product inventory data to drive bidding decisions.