Game Before The Game

R/GA London / Beats by Dre


Just days before the start of the 2014 FIFA World Cup, audio brand Beats by Drereleased ‘The game before the game’, a five-minute film featuring top footballers, including Neymar and Robin van Persie, and celebrity fans, all wearing Beats headphones. As Beats was not an official sponsor, it sought to own the moment – the pre-game – in the run-up to one of the planet’s biggest sporting events. 

The film, which focused on the pre-game rituals of those featured as they prepared for victory, received more than 26m views on YouTube, with social channels sharing the stories behind the rituals. The brand recorded a 130% growth in online headphone sales.

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