On Christmas, Beats invited Cleveland to ‘Be Heard’ with a rally cry to unite the world’s greatest athletes and their fans during the Cavs/Warriors game. We created a hack moment when the arena went dark, a Beats anthem video took over the Jumbotron, 3D projections took over the court, and fans put on their supplied branded LED wristbands that pulsated with the beat of the anthem and prompted them to beat their chests. Ultimately, it all came together to create a sync’d-up show throughout the arena. To reach fans beyond Cleveland, we worked with ESPN to give them a taste of the moment by highlighting the experience during the broadcast and later on SportsCenter; and then extended the experience via social.