At the Rugby World Cup, we reinforced Beats’ dominance of the pre-game.
We kicked off with three online films that chronicled the authentic journey of legendary rugby captains. Stirring up new patriotism and old rivalries, as well as paying homage to each nation's style of rugby.
The integrated campaign lasted the length of the tournament and featured the perfect pregame cooking show, exclusive music, and an original haka.
With basketball, football and tennis covered by Beats, we set our sights on rugby, with the aim that the spotlight on the sport’s World Cup propels our #TheGameStartsHere campaign to inspire casual fans to try the product. We wanted to create something that reflected that it’s not just about the player or the team; it’s about national pride.
The result was that the Beats Rugby World Cup campaign was the most viewed sports campaign we’ve ever created for the brand, with over 76 million YouTube views. The campaign also had a significant impact on Beats headphone sales, with eCommerce traffic up across all featured countries during the RWC by 64% and actual eCom sales up 25%. The campaign also gained Beats 454,000 new fans on social media (FB, YouTube, Instagram and Twitter).