The collective effort between PMG and Beats by Dre on the Conor McGregor “Above the Noise” campaign recently landed itself on the Interactive 2018 Marketing Awards shortlist in two categories; Best in Retail / ECommerce and Best in B2C.
The campaign was an innovative cross-agency collaboration that spotlighted Conor McGregor and one of the biggest sporting events in recent history when McGregor agreed to fight arguably the best boxer of all-time, Floyd Mayweather. One of the influential moments of the campaign was the “Dedicated” film that released three days before the fight. PMG’s communication plan started seeding the conversation around the “Dedicated” film in the early days of fight week. The campaign was a knockout delivering 244 million impressions and social engagement was hefty, with Beats picking up 58k followers during fight week.
In early 2018, Adweek and Unmetric included #AboveTheNoise as one of 2017’s most engaging pieces of brand content on social media.
The Interactive Marketing Awards recognizes innovative, effective and engaging campaigns that deliver exceptional results. The awards will be presented at a celebratory gala dinner in April 2018 in Fort Lauderdale.