On Christmas Day of 2016, in front of the World Champs, King James, 20,000 screaming fans, and the millions of connected social followers around the world, Beats by Dre was heard. An exciting collaboration between Beats by Dre, the Cleveland Cavaliers, Haworth Marketing + Media, and InStadium got the crowd on their feet and created some serious brand noise.
Christmas in Cleveland
Cleveland was the perfect market for this activation, with LeBron James drawing an in-person and social crowd simply by being the icon that he is while also clearly linking himself to the Beats brand. Additionally, in what has become an NBA tradition, this was as marquee a match up as it gets. Christmas Day. New, festive Christmas jerseys. The reigning MVP in the house. Finals rematch. The energy in the building was electric even before the player intros started. DJ Steph Floss, who happens to be the Official DJ of the Cleveland Cavaliers and LeBron James, had the best seat in the house.
So, needless to say, the crowd was captivated when the stadium went dark midway through the first quarter. Riveting audio and video were just the beginning, as every fan in the arena had LED bracelets synced to the music.
Dynamic activation = brand breakthrough
It made for an impressive, fully customized display with strong brand linkage. InStadium was excited to be one of a number of parties to help bring this amazing activation to life. To be a part of such a dynamic brand effort was rewarding, but the absolute best part was watching fans get energized behind a movement and behind a brand.
Beats by Dre was heard and Cleveland was heard. Loud and clear.
To learn more about our work with these and other clients, see our case studies. To inquire about partnering with InStadium and to discover all the benefits of a venue network and customizable flight options, contact us. And if you like what you've read or want to check out some of our research, subscribe to our blog with the button below!