Beats, extending the red carpet approach, dropped a 30-second trailer for “Ricallen” Monday. The video logged some 3 million views on Instagram alone within 24 hours.
The campaign could help Beats with F1 fans, a group that’s been largely untapped in previous marketing, said Thorne. He noted that the brand has been courting new demographics with recent ties to Kim Kardashian, K-pop star Jennie from Blackpink and bestselling video game Minecraft.
Beats will continue to use limited-edition product drops and talent to “flex the brand” into new areas, Thorne said.
“The Legend of Ricallen” will get distribution on Beats’ Instagram and YouTube channels, with cutdowns for TikTok and potential media buys across platforms.
