The Drum’s European version of their annual Marketing Awards recently named the collaborative work between PMG and Beats by Dre the winner in the best Retail or E-commerce category.
Despite not being an official sponsor of the 2018 FIFA World Cup, Beats by Dre’s “Made Defiant” campaign captivated audiences around the world. The campaign was a Pan-European effort that used localized talent and creative assets to run in certain regions with the Defiant Mixtape being used to unite fans across the globe.
PMG maintained Beats’ share of voice above competitors during the 30-day tournament with strategic engagement in response to in-game events, player activity, and real-time creative rotations.
The results were incredible. Within the first 24 hours, the Made Defiant campaign secured a high impact Twitter First View in all three EMEA target markets. Beats’ Defiant Mixtape captivated audiences around the world, picking up 24.8 million views on YouTube and achieving over 1.8 million true engagements.
Across the pond, PMG also picked up The Drum US Marketing Award in the Sports category for our teamwork on the “Made Defiant” campaign. We’re thrilled to have received honors not only The Drum Marketing Awards, which recognizes work internationally but in The Drums US Marketing Awards competition as well.
Can you believe there’s more? PMG’s work on the “Made Defiant” made a splash in the 2019 IAC Awards as well. The IAC Awards recognize the best online advertising across 96 industries and nine online formats.
PMG and Beats by Dre picked up honors in the Best Electronics Integrated Ad Campaign and Best Sports Integrated Ad Campaign categories. The results of the “Made Defiant” campaign need no more mentioning as they were astounding.
Last but definitely not least, the “Made Defiant” campaign was named a finalist in the Consumer Brand category of the 2019 Shorty Awards. The Shorty Awards honor the innovative and creative work professionals are executing in social media. Winners will be announced on May 5 in New York City and live-streamed on the web.