The UK-based Social Buzz Awards, by The Drum, announced that the Beats by Dre campaign during the UEFA European Championship (Euros) made it to the shortlist for this year’s Best Travel/Leisure/Sports Social Media Strategy/Campaign.
Beats by Dre strives to be the most culturally relevant brand in the world. The Euros is one of the most globally watched sport events. PMG and Laundry Service partnered to develop and execute a multi-media strategy, targeting diehard football fans across the UK, Germany, and France, and competing head-to-head with high-spender official tournament sponsors like Adidas.
“Our approach was to leverage video storytelling to drive reach at scale and connect with fans,” said George Popstefanov, president and founder of PMG. He added, “We’re honored to receive recognition from The Drum, and to be in the company of other fantastic campaign efforts.”
Throughout the tournament, our team closely monitored fans’ viewing behavior and leveraged insights to retarget the most engaged fans with localized, hyper-targeted e-commerce messaging, which boosted product consideration at each target market.
Winners will be announced in London on November 30th.