Beats - Kim vs Jim

For Beats by Dre’s new headphone partnership Kim Kardashian, Beats x Kim, we rewrote the influencer playbook by partnering with a completely different beloved celeb —Jimmy Fallon— to launch his own product line, only to serve as a sacrificial lamb to be crushed by Kim. When Jimmy announced his Beats partnership, he was kicking off our orchestrated story of Beats x Jim going into testing against Beats x Kim, and only one can be made. The resulting “competition” took over social media, reached over a billion people, and became a global cultural phenomenon for the launch of Beats x Kim.