Beats by Dr. Dre and the South Korean eSports team ‘CJ Entus’ join forces. The club has been existing since 2006 and announced this on their facebook page.
ANeither side revealed a lot about their partnership. CJ Entus only emphasized that the rapper’s own brand will from now on wotk with the player’s audio-parts, so that the players can focus on their games, Beats by Dr. Dre didn’t comment at all.
Edit 01-23-2015: Apparently the facebook-post was deleted thursday night, however the twitter post is still available to the public.
Product placement important marketing tool of Beats by Dr. Dre
Advertising tools such as sport teams and athletes are a key parts of the company’s marketing strategy. The US-based business which was acquired by Apple Inc. in May 2014 is particularly known for targeted product placement and guerilla marketing campaigns.
There have been several occurrences where the headphone manufacturer supplied athletes and sports teams with their products, disregarding existing sponsoring-contracts with the event’s partners, such as rival Sony.
Examples include the 2012 Olympics in London and the FIFA World Cup 2014 in Brazil. Players of the National Football League (NFL) were facing fines for wearing Beats earbuds and headphones, as the brand was not officially endorsed by the league.
CJ Entus has the advertising potential
Testimonials are an important part of Beats by Dr. Dre’s advertising campaigns, and although CJ Entus is not among the most popular eSports-clubs in terms of social media coverage, it’s star players have helped generate 120.000 facebook-likes and almost 17.000 twitter followers.
More important than social media coverage are viewing figutes attracted via several streaming services during the South Korean edition of the League of Legends Championship Series (LCS). CJ Entus, undoubtedly one of the best teams in South Korea, competes in the League of Legends Champions Korea (LCK). Crowd pulling events like these are being broadcasted in several languages worldwide, making successful teams a good bet for advertising.
PProbably both Beats by Dr. Dre as well as CJ Entus are hoping/anticipating that the eSports team will qualify for the League of Legends world cup, taking place end of next year in Europe. Last year, the event was seen by 27 million viewers via IPTV services.
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