Nothing excites us more than when a client comes to us with a brilliant idea – a vision to do something that’s never been done before – and asks for our help to make it a reality.
This past fall, the Beats by Dre team presented us with an opportunity to do just that. To support the launch of Apple Music, which features the 24/7 always-on Beats 1 radio station, Beats wanted to bring together thousands of fans for a first-ever global 5K run event powered by Beats 1. They called on Now and Zen to “run the show.” With a lead-time of less than four months, our team brought in the race experts at On Board Experiential Marketing (OBE) to handle the logistics, and together we hit the ground running with research, strategic planning, and creative development.
So, what did it take to bring this event to life? To put it simply, it took A LOT of talented individuals who were fiercely dedicated to the project and insistent on getting the job done and done well. Leadership from Beats, Now and Zen, and OBE was paramount in developing and communicating the vision and goals for the event and keeping a growing team aligned and on track. The perseverance and teamwork evidenced across the board, especially when it seemed curveballs were the only pitches being thrown, is something we are extremely proud of and will not soon forget.
The result of these efforts: a wildly successful run that took place simultaneously in four cities – LA, NYC, London, and Paris – as well as a virtual run, where people in any of the 100+ countries where Beats 1 Radio is available to stream, were able to run at a location of their choice while tuning into the broadcast. People across the globe, spanning multiple time zones, connected through the medium of music, moving in sync to a runner’s playlist specially curated by world-renowned DJ Samantha Ronson.
The experience for those able to participate in a live run in one of the four cities was second to none. Highlights of that journey included: enviable swag; pre-race activities; a welcome message and run countdown over Beats 1 by Ebro Darden; on-course pacers cheering on participants; a customized finisher medal; and a post-race celebration.