Beats By Dre - Mother's Day #PillConfessions
The Pill was Beats By Dre's entry into the wireless speaker market. Timed to coincide with Mother's Day, we came up with the #PillConfessions campaign. User's were urged to confess the worst gift they'd ever given mom, using the hashtag #PillConfessions. Hiphop stars Jhene Aiko and Sean Kingston got the ball rolling with confessions of their own. We created a "Wall of Shame" on the Beats website where the shameful admissions lived. Winners of the best confession, as voted by their peers, won a free Pill and everyone was urged to buy one for mom as a way to make up for what they had admitted to.
Various Hero Marquees on the Beats By Dre Homepage
Wall of Shame landing page
BANNER STORYBOARD