Beats By Dre x ASAP Rocky
Beats By Dre Unveils First Studio Pro Model in 7 Years and A$AP Rocky Commercial Directorial Debut
Challenge
In 2023, Beats unveiled its newest generation of the iconic, best-selling over the ear headphones, Beats Studio Pro, marking the 15-year anniversary of the model’s inception in 2008. For the launch, Beats unveiled a new commercial spot “Iconic Sound” with GRAMMY-award winning artist, A$AP Rocky featuring a brand-new track “RIOT (Rowdy Pipe’n),” from his highly anticipated album.
Action
BERK oversaw the strategic approach in unveiling Beat By Dre’s product and ad campaign launch leveraging a 360 storytelling approach rooted in brand legacy and heritage. Our team managed a dynamic matrix press tactics centered around product media unveils, launch announcements, overarching brand legacy storytelling, and interviews with A$AP Rocky who went behind the scenes of his new music and his directorial debut work for a major commercial.
Impact
- Coordinated talent interviews with A$AP Rocky resulted in curtain raising stories from Harper’s Bazaar and Complex
- Brand storytelling efforts resulted in robust, brand heritage features in outlets like Boardroom featuring Apple CMO, Chris Thorne.
- Overarching launch efforted cultivated a total of 257 hits across editorial and social.
