The Voice of China

Work with Beats Headphone


After negotiating the format deal for The Voice, IPCN worked with Beats Electronics, the Apple-owned company co-founded by rapper Dr. Dre, to create an innovative sponsorship, promoting headphones, around ‘The Secret Golden Headphones’.

Fully understanding the audience for The Voice and the target customers of Beats by Dr. Dre equipment, our in-house and branded content teams undertook a fashion shoot featuring the headphones and used the images in a targeted social media campaign entitled ‘Seven Moods’. This campaign had more than 30 million reads and was highly visible. Further attention was garnered with positive PR when ‘The Secret Golden Headphones’ – worth 24k – were delivered on set by a Beats representative during the live final of The Voice of China.