a&g and Beats By Dr. Dre Team Up to Create Social Media-Powered Holiday Experience

a&g Labs Brings Holiday Spirit to Beats By Dr. Dre’s Flagship SoHo Store

December 11, 2013 – This holiday season, fans of Beats By Dr. Dre all over the world can become part of the leading audio brand’s interactive in-store holiday experience, courtesy of a&g Labs.

Beginning December 14th at 10 a.m., the Beats by Dr. Dre flagship store at 67 Greene Street in New York City will transform into a musical winter wonderland – with a 6-foot interactive Beats holiday tree installation as the centerpiece. The 3D tree built by a&g Labs, the innovation unit of Boston and Philadelphia based advertising agency Allen & Gerritsen, is comprised of Beats Pills, the brand’s wildly popular lightweight, portable, wireless speakers.

The one-of-a-kind tree will be completely powered by social media with the help of Beats fans and followers! Fans who tag their Instagram photos with #BeatsHoliday will see their images appear on digital screens decorating the tree. Additionally, each time the hashtag #BeatsHoliday is mentioned on Twitter, red LED lights within the white Beats Pills will twinkle, bringing holiday cheer to life in real time. 

“We’ve always felt that fusing the physical and digital is one of the most powerful ways a brand can engage with its customers,” said Chris Reif, SVP, Creative & Innovation at Allen & Gerritsen. “We’ve experimented with this concept through a&g Labs projects like Tweet to Shoot, Cheer Tracker and Pic-Tap-Toe. And to activate against this with a brand like Beats by Dre by empowering their core fans to become part of the experience is an amazing way to bring this to life.”

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About Allen & Gerritsen

allen & gerritsen (a&g) is a fiercely independent agency in the cities where independence was born, Boston & Philadelphia. Innovation & culture drive our success. a&g runs its own r&d center (a&g Labs); curates its own branded entertainment (#afewgoodminutes); & was named by Ad Age as the Best Place to Work in U.S. Marketing & Media for 2011… & again in 2012. a&g relishes working with great clients that always ask, "What's next?" For more information, including creative profiles, visit www.a-g.com.

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