This campaign aims to raise brand awareness for Beats headphones and support various causes through sales of specially colored headphones. Beats will sell 13 different colored headphones, with profits from each color donated to a foundation associated with that color's cause such as cancer, autism, or environmental issues. A social media campaign will accompany the headphone sales, challenging users to identify historical photos tied to the causes that become clearer with more hashtagged tweets. The first fans to find and recreate photos will win customized headphones, and daily donation goals will trigger $24,000 donations split among the foundations. The long term goals are to build community around supporting causes and maintaining Beats' brand as one that gives back.
1. #beatIT Campaign
This campaign aims to:
-Improve brand awareness
- Support those who are fighting for a good cause
- Increase sales
- Make the Beats brand more than just a fashion symbol
and high quality headphone
-Build strong relationships with our fans and
foundations around the globe
2. Fight For the Cause and #beatIT
Beats will be selling 13 different colored Beats Headphones, each associated with a cause,
whether it’s for prevention, research or for awareness
Each Beat sold will have a percentage of its profits donated to a foundation/organization
associated with the color’s cause
The colors and their causes are as followed:
White (Multiple Heredity Exostoses)
Pink (Breast cancer)
Red (AIDS)
Orange (Leukemia)
Yellow (Suicide Awareness)
Green (Environmental Awareness)
Blue (Prostate Cancer)
Purple (Pancreatic Cancer)
Black (Melanoma Awareness)
Silver (Ovarian Cancer)
Gray (Diabetes)
Puzzle (Autism)
Gold (Childhood Cancer)
3. Beats will be running a Twitter and Facebook campaign where
users will update their statuses or tweet a specific hashtag, which
is tied to a puzzled, out of focus photo
Each photo has its own hashtag and is tied to its own color (i.e.
#YELLOWbeatIT)
As more and more tweets/status updates are received for the
specific color, the photo will come into focus. Then our fans will
have to rearrange the photo to make it out
The photo is a famous/historical photo with a photo shopped
colored Beat in it
4. Once a fan figures out where this photo is, they have to go
to that location, bring their colored Beat of choice, and
reenact the photo and then tweet or update their status
with #(COLOR)beatITfoundIT
The first fan for each photo will receive their own one of
kind customized pair of Beats
5. Also with the #beatIT campaign, each day the amount of
hashtagged #(COLOR)beatIT tweets exceeds that of the
previous day, Beats will donate $24,000 dispersed evenly to
a foundation helping each cause
7. What Were Those Blurred
Photos?
As more and more hashtagged tweets/status updates come
in for each specific photo, they will come in focus and it’s
up to the fans to rearrange them themselves
11. Each day throughout the campaign, we will post an
inspirational story by someone who is fighting or has
fought their cause and #beatIT
We will also post a photo of them wearing their designated
colored Beat, complimentary from Beats
12. This campaign will have its own landing page from the Beats
website
From there, fans can select from the 13 colors, learn more about
the cause of the #beatIT campaign, learn more about each colors
foundation(s), where the profits will go, along with stories of
those who #beatIT and photos of the fans who helped the cause,
purchased a colored Beat and sent in a video or photo of them
with their Beats
Fans can come to the #beatIT campaign page and interact with
other fans by commenting on the stories, photos, videos, etc.
This will build a community and a bond with us and our fans as
well as fans with other fans
13. In the end, when all photos are solved and reenacted, we
will air a commercial with our favorite tweets from the
#beatIT campaign, fan videos/pictures, and the winners of
the contest
14. When the campaign is through, we hope to build a brand
name that is more than just a high quality, stylish
headphone
We would like to build strong relationships with our fans
and our partnered foundations supporting a good cause
When you see a pair of Beats, we want people to see a cause
behind it
15. Short Term Goals
We hope our #beatIT campaign goes viral, creating fan
interaction with us and other fans
Gain recognition as a company who helps our community and
supports good causes
Influence those on the fence of purchasing Beats to make the
commitment due to the fact that they will be helping others
out
16. Long Term Goals
We hope to create and sustain a great relationship with our
fans and foundations
Maintain a brand image of a company who helps out the
community
Build from our partnerships with these organizations and
have a promotional line similar to the LiveStrong line,
where all proceeds go to a foundation.
