Beats by Dr. Dre jumped into the TikTok campaign fray for the first time, teaming up with global creative digital agency AnalogFolk on the creation of a new music video for singer and songwriter Ashnikko.
The #BeatsDaisyChallenge goes live on TikTok Saturday, July 11. The TikTok community will participate over a four-week period in separate challenges tied to the four new colors for Beats by Dr. Dre’s PowerbeatsPro headphones: Glacier Blue, Spring Yellow, Cloud Pink and Lava Red.
Ashnikko and Beats by Dr. Dre will choose the most creative entries, which will be featured in the final version of the video for new track “Daisy,” under fashion director Charlotte Rutherford.
Beats by Dr. Dre said the new song “centers around self-expression through color … (and) has an unconventionally empowering message with genre-blending production and raucous sound effects.”
The company’s first campaign on the video-creation platform taps two of its premium advertising offerings: Hashtag Challenges, which enable brands to directly engage the TikTok community and tap user-generated content; and TopView, a full-screen 60-second immersive ad unit that appears as soon as a user opens the application.
TikTok vice president, Europe, global business solutions Stuart Flint said in a statement, “This trailblazing campaign with Beats by Dr. Dre gets to the very core of what TikTok is all about—creative expression immersed in music. Our goal is to help brands push the limits of traditional marketing to create campaigns that have impact with our highly engaged community on TikTok, and this campaign is designed to do exactly that.”
AnalogFolk global CEO Guy Wieynk added, “Partnering with such an iconic brand as Beats by Dr. Dre to create the world’s first UGC TikTok music video has been a real joy. The collaboration between everyone involved really demonstrates how big ideas can come to life in an authentic way.”
And Ashnikko said, “’Daisy’ is my golden child, and Beats really made this wild-ass vision come to life. All I can say about the video is: dramatic chefs kiss.”