The German national soccer team defeated Argentina with a late goal in extra time to win the 2014 World Cup trophy. In honor of the victory, Beats By Dre is giving the German team a pair of headphones that have been dipped in gold.
The caption reads: “A golden finish @gotzemario. Respect to #BastianSchweinsteiger. @IAmNaomiCampbell with your Custom Celebration Gold Pros. #GER”
This might not seem like anything other than a perk of winning the World Cup, but it is a bit of an “ambush” marketing plan according to ESPN’s Darren Rovell.
Beats By Dre continues ambush marketing plan, says it will give gold dipped headphones to German team pic.twitter.com/dKZ3Yi8wc3
— darren rovell (@darrenrovell) July 13, 2014
The reason it is an “ambush” marketing plan is because Beats by Dre wasn’t a sponsor of the 2014 World Cup, and players were not allowed to wear Beats headphones at World Cup venues. If they did, there was tape placed over the logo.
That didn’t stop Beats by Dre from releasing a compelling commercial about the World Cup, and seizing this opportunity to grab headlines by awarding the German team some gold-dipped headphones.
The headphone company also released a video detailing the “behind the scenes” of the photo shoot with Naomi Campbell.