May 2016
Limited Sweat Edition
Urbanears
in 2016 Urbanears launched their active line, with the Hellas and Reimers headphones, aimed at a comfortable soundtrack throughout their workout. The Hellas headphones featured an innovative touch interface, wireless bluetooth connection to your phone and most importantly, washable parts.
We wanted to celebrate the Urbanears Active’s sweat-proofness, by creating the ‘Limited Sweat Edition’, a unique pair of headphones drenched in sweat during the workout of an influencer, for one time only, sold to one lucky fan.
We enlisted the help of 7 influencers and culture leaders, athletes, musicians and fashionistas from around the globe each with their own style and preferred workout. Each influencer worked out in the headphones creating videos of their physical hobby, and each one putting the headphones in specially designs sweat-locked zip-bags.
We also took three of the influencers on the ultimate sweat test, in the middle of the mojave desert in california, to put the headphones’ sweat-proofness to task and try their favourite activity in one of warmest places on earth.
Results
- 440 million total PR reach in outlets not usually covering our brand/products
- $51 million in earned media. approx 18$ for every 1$ spent.
- Reached top PR outlets in all target categories: Music, Lifestyle/Culture, Fashion, Sports in target markets (USA, UK, France, Germany, Nordics) to name but a few: Endgaget, Mashable, Hypebae, Vice, Feber, nojesguiden, cafe
