American Megastars Drake aka. Drizzy and Bruno Mars were both touring Europe, on two different occasions, so we came up with an event sponsoring concept. The two events took place in the location of the Mercedes-Benz Arena in Berlin. Afrodeutsch Advertising established the connection between AEG on behalf of the Arena and Skullcandy. The event became a platform to present Skullcandy’s newly released Crusher Wireless to a German audience. Concert-goers experienced the product first hand. An estimated 30,000 fans came to the events. Thus we had the perfect environment to reach our target group. With clear objectives to spread the Skullcandy vibe, give product experiences, and get people to stay connected, we got to work. Concert goers subscribed to Skullcandy’s newsletter or became Fans on Facebook. Promoters were equipped with SKDY headphones and tablets. They presented the Crusher and got people engaged.