Droid is a brand we conceived, named and built from the ground up. Time Magazine recently named it #20 on it's list of the 50 most influential gadgets of all time. The fate of Android was hanging in the balance when we launched Droid. Today it's about dead-even with iPhone. (Both hold about 45% share of the U.S. market.) Its success forced Apple back to the bargaining table with Verizon. Ultimately, Verizon got a better deal than AT&T to put the iPhone on its network.
No one had ever openly antagonized the iPhone. But the iPhone had significant short-comings that Droid’s flagship device solved. The iPhone “fanboys” were outraged. But we knew there was simmering frustration about the iPhone that we could tap into. I DON’T went viral immediately.
This aired on the actual launch day. The client had hoped to sell 500,000 units in 6 months. We sold a million in 30 days. We went on to launch sixteen more Droids.
BRAND TV/"BIG D" AND "PRETTY"
We mapped out the launch in steps. At this stage we wanted to articulate what the brand was all about.
DROID X LAUNCH CAMPAIGN
Droid X was our second major launch of the franchise. We sold out on day one.
PRE-LAUNCH: ”NEVER MISS”
Droid’s most devoted fans were tech nerds. Even the tiniest easter egg would be discovered within hours. In “NEVER MISS” we embedded a reflection in the eye. It appears for only a fraction of a second.. That was enough.
The code led to a unique Twitter feed. We released cryptic geographical clues. Fans rushed to the sites to find hidden Droid X devices. We captured the mad rush on camera. Then pushed that out as content. Eventually the locations would form an “X” across the country.
In the launch TVC. we hid a code in the distortion pattern of the logo transition (below)
On the site, there was a place to plug it in. This unlocked a transcription of the last known communications between the lost team (below):
WEB/EXPERIENTIAL: "LOST LOGS”
DROID RAZR LAUNCH CAMPAIGN
Motorola had tremendous equity in the RAZR name. We jumped on the chance to bring RAZR into the Droid Brand. The device was incredibly thin. And the first to be built with a Kevlar body.
Every launch had a planned sequence. Early adopters seldom needed to be sold to. They were so deep in the specifications that there was nothing we could tell them that they didn’t already know. They tended to purchase on emotion. Late adopters were typically less tech savvy. And more pragmatic. So we weighted the back-‐end of each launch with more detail that appealed to the non-‐technophiles.
The RAZR had one of the most seductive profiles of any phone. Most devices default to screen images. We much preferred the edge.