The Drum Marketing Awards recently named the collective effort between PMG and Beats by Dre a finalist in two categories; Retail or E-commerce and Sports. In both categories, PMG was recognized for our work on the “Made Defiant” campaign.
The Beats by Dre “Made Defiant” campaign was a Pan-European effort that used localized talent and creative assets to run in certain regions with the Defiant Mixtape being used to unite fans across the globe with one message. Beats was omnipresent across social platforms in the European market leading up to the World Cup. This was huge seeing as Beats by Dre was not an official sponsor of the 2018 FIFA World Cup.
The results were astounding. In the first 24 hours, the Made Defiant campaign secured a high impact Twitter First View in all three EMEA target markets. Beats Defiant Mixtape garnered over 24.8 million views on YouTube, captivating audiences around the world, and in total, achieving over 1.8 million true engagements.
The Drum Marketing Awards celebrate the best marketers and campaigns internationally. Winners will be announced in London on April 3. Check out the full list of finalists here.