Droid RAZR Launch

Challenge:
Develop an integrated campaign to launch the Droid RAZR, the thinnest 4G LTE smartphone.

Insight:
The Droid RAZR packs enormous power into an ultra-sleek design. It’s smart, deceptively thin, and damn near bulletproof. In short, it was created for one purpose: espionage.

Solution:
Create a unique spy-driven story that puts Droid fans right in the middle of the action. Their mission: help a top secret operative recover a stolen Droid RAZR from enemy hands.

LAUNCH TEASER

SECRET MESSAGES

The launch teaser contained two hidden easter eggs:

1) A phone number that relays a covert message from our operative when dialed.

2) A link to Droid's Twitter page where fans could gather more info and clues.

TRACKING THE OPERATIVE

Over five days, we released five covert messages. A scrambled file attached to each message contained top secret intel. Unscrambling the intel allowed fans to track our operative's movements, pinpoint RAZR's exact location, and obtain a unique four-digit numerical code.

Five numeric safes containing Droid RAZRs were sent out to popular tech blogs. The first reader to post the correct four-digit numerical code won the RAZR inside. And the blog? Well, they got first dibs on a review.

Results:
5 days. 5 messages. 5,000+ calls.
5 blogs. 3,500 comments. 5 very happy fans.

LAUNCH TV SPOT

Safely out of enemy hands, Droid RAZR arrives in stores. Mission complete.