Beats by Dr. Dre launched the #ShowYourColor contest online and wanted to kick off the campaign with a major event to encourage fans to join the movement.
The premium electronics company connected with Kinetic – along with Mediacom, R/GA and MKTG – to create a high profile experience that let New York City fans join the Beats Army and show the world their true colours on one of the biggest stages of all: Times Square.
A TRULY IMMERSIVE EXPERIENCE
To create this immersive Beats experience, Kinetic secured permits for Father Duffy Square and Pedestrian Plaza to build a Beats by Dr. Dre interactive photo booth where fans could participate in a mini photo-shoot with their favourite coloured Beats headphones and have a chance to ‘b’ famous on the big screen. Fans’ photos were captioned with one word they chose to best describe themselves and displayed on the American Eagle digital screen and two Clear Channel Spectacolor HD Screens, along with the Beats by Dr. Dre website.
The three screens surrounding the photo booth dominated Times Square for nine hours. Kinetic also worked with Aerva to facilitate the screening and uploading process for the photos to be shown on the screens in real-time.
Beats registered more than 20,000 attendees and surpassed their goal of increasing Facebook ‘likes’ by the campaign’s end.