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Library/Campaign/Beats headphones at London 2012
Grade B12 sourcesHIS-01680

Beats headphones at London 2012

Campaign · 2012 · Niche

35Editable slideCertificate

Beats' Olympic gifts sparked sponsor reminders under Rule 40.

Clip · AwesomeFilms on Vimeo
UK Olympic Athletes Told Not to Wear Beats Headphones
Tom's Hardware
Beats by Dr. Dre - Olympic Takeover
AwesomeFilms on Vimeo

Spread Score

How it works
ReachNo data yetContagion35Breadth30Velocity58Longevity2135

Numbers

Seed to milestone
6 days
Jul 28 ’12 to Aug 3 ’12
Platforms
4
Started on TV
Origin
Seeded
Technology

Mechanics

  • Visible in usePrimary
  • Controversy
  • Platform jump
  • Newsjacking

How it spread

Trace the origin

Beats gave headphones to Olympians, who wore them on camera and thanked the brand on Twitter. British officials issued sponsor reminders; the IOC distinguished use from promotion. John Lewis reported gains across its Beats range.

Documented milestone; not a measured attention peak.

Google searchesJun ’12JulAugSepOctDecMay ’13SepFeb ’14JunMilestoneTVPressOpen webRetail
TVPressOpen webRetail

7 more events on this chart

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Timeline (10)

  1. July 2012

    Sun Yang seed · Jul 28 ’12

    Sun Yang wore Beats headphones at London's swimming finals.[1]

  2. Daily Mail press · Jul 30 ’12

    The Daily Mail named Beats in coverage of swimmers wearing headphones and criticism from spectators.[1]

  3. The Independent press · Jul 31 ’12

    The Independent visited the Shoreditch House gifting hub and described athletes leaving with headphones.[2][3]

  1. backlash · Aug 2 ’12

  2. milestone · Aug 3 ’12

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Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 4 sourced numbers and 12 sources. Start with a free account.

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Origin
Seeded
Sector
Technology
Region
GB
Reported figure
—
Evidence
Grade B

Spread the same way

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20.3M views

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New cases, every week

How the next thing spread, the week it does.