Beats Headphones Sales Skyrocket During London Olympics

This could be considered as the best example of guerrilla marketing. Though the official partner of London 2012 Olympic Games is Panasonic, the sales of Beats headphones by Dr Dre have increased by 116 per cent.

It is said that an alleged guerrilla campaign was unleashed during the Games and selected athletes including Michael Phelps and Tom Daley were handed the branded Beats headphones.

However, Panasonic stepped in and banned any competing athlete from wearing those headphones. But Beats managed to garner enough eyeballs by then.

This resulted in the sales of Beats headphones going through the roof. It is estimated that the sports headphones sales rose by 42 per cent, while the general headphone sales witnessed a steady 19 per cent increase.

“Music often plays a big part in sports; it provides some kind of motivation to the athletes, especially the first timers,” said Robert Hennessy, Audio and Imaging Buyer at John Lewis. That’s the reason behind the surge in headphones sales. And Beats has hit the bull’s eye this time.

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