The Hijack

To promote Powerbeats2 hands-free phone calling, we worked with University of Oregon’s Marcus Mariota who was predicted to be an early NFL draft pick. Leading up to the draft, we documented his experience in his hometown. Dropping a day before the draft, the film connected Beats to Mariota.

The Big Call

On the big day, we seeded product to key players, Mariota and two other top picks, who took their draft calls live-on-air with their Powerbeats2, disrupting our key competitor’s sponsorship.