Fans who submit a picture alongside a word describing what “makes them colourful” via Facebook will have a chance to star in the brand’s next commercial. The ten best entries will be chosen by Dr Dre to attend a casting call in his LA studio.
A Beats by Dr Dre photo booth will be set up in the Oxford Street HMV store this weekend for fans to also take part in the competition.
The adverts will support the brand’s Solo headphone range as part of its wider ‘What will you B’ advertising campaign, which launched last month.
The premium headphone brand has stepped up its marketing activity in the UK in recent months as it looks to exploit an increase in brand awareness following a successful ambush of the London 2012 Games. The brand flouted the IOC’s sponsorship guidelines by supplying its headphones to high profile athletes including American swimmer Michael Phelps.
The company, 26 per cent owned by HTC, is also investing in its online music offering in the coming months in a bid to create an end-to-end music experience for consumers.