When Marketing historians (is there such a thing?) talk about marketing Olympics 2012, they may talk about the P&G ‘Mom’ campaign, the Nike ‘Find your Greatness’ campaign or even Visa. But when the Marketing Economists (the guy with the calculator) talk about Olympics 2012, I’m sure they would talk about the guerrilla marketing by ‘Beats by Dre’.
Personally I love this brand. I hope to own a pair someday to listen to their quality and pull off the coolness factor that they bring along with them. Seriously, why is it that everyone who wears Beats headphones on subways and streets is the most hip person you can see? Is it the pride that comes with owning one of the most expensive headphones or is it the fact that they don’t care about it?
Anyway, the point was trying to make is that they have a high brand awareness factor. One look at the ‘b’ on the side is enough for people to know that somebody’s serious about their music.
How does one use this at the Olympics? Simple – Flaunt it.
Marketing isn’t all about how crafty the message is or how cleverly you send out the message, sometimes the simplest campaigns show brilliance.
Instead of spending millions of dollars on being the official partner and get a small 2×4 poster in the stadium, the marketing brains at beats (Or was it HTC’s idea?) decided to send gear to athletes directly. Its like giving out HD TV sets at comic con, you could see an entire army of athletes flaunting the ‘b’ and giving priceless exposure. Something you couldn’t buy.
That would’ve been great right there, but beats went a step ahead and customized the headphones for athletes to match their country colors making them proud to wear the headphones.
Why does the marketing economist care? Pocket-lint reported that the sales for beats headphones have increased by 116%. (source)
I cant remember the last time a guerrilla campaign brought on 116% increase of sales. That’s SOMETHING.