PROJECTS / Motorola, DROID RAZR MAXX HD

32 hours of power. The beneﬁt is clear, the product is groundbreakings. So how do we convey this already compelling story, the story of something customers already crave, and make it uniquely Droid—provocative, powerful, entertaining and engaging? We let the power speak for itself. We let the beneﬁts take center stage. We let the numbers tell the story.

Attracted by the long history of DROID success at the Agency and a desire to align efforts with the Verizon DROID work, Motorola approached mcgarrybowen with an opportunity to create a new promotional campaign for the DROID RAZR MAXX HD. To that end I led a truly integrated team in the generation of a campaign that could be used across media to raise awareness and sales of the six month old smartphone.

Film At first the client had instructed us to utilize stock sites for photo and video. Once we brought them to realize the potential of the concept, however, they sprung for a full day green screen shoot, six talent, and some massive post production.

Online Advertising Customized, high impact placements gave this campaign a tremendous kick. Geo-specific units let users discover how to spend 32 hours of battery life from Atlanta to Los Angeles, an infinity ticker kept users clicking to see what would happen next, and a bespoke ad on CNET lifted the veil on what a day and a half means to the digital mag. Additionally, a one-day YouTube video takeover saw 120MM impressions and over 700K clicks.

Social Program The 32nd Hour, a slick and heady puzzle game, got fans buzzing about our extraordinary battery life. The first clue dropped on 3/2 at 3:20pm and another clue dropped every 32nd hour for 32 hours total. Each clue picked up our established style by featuring a big bold number. When all 32 numbers were tabulated, users had to figure out the sum was a google search term. Once the correct number was searched on google users were directed to a claim page where they were awarded one of 32 prize phones.

Extensions Client was so rapt by the content we created they distributed our assets to internal groups and partner agencies to inspire events marketing, in-store promotions, local print, social conversations, and other opportunities.

Partners We enjoyed The Mill's expertise and excellent services during both the production and post-production phases. And Sound Lounge contributed their mad audio skills to this monumental effort.

Results In short: huge success. The creative delivered click-through-rates more than three times the industry average, outperformed Motorola's initial campaign goals by 200%, and was three times more effective than their previous Q4 effort with another agency. (Goodby. There, I said it.)

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ECD

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Experience Design Film Production Mobile OLA Social Media

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