Motorola digital marketing campaign
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Transcript of Motorola digital marketing campaign
LUCAS ARIAS
Motorola Digital Marketing Campaign
#takingchances
About Motorola
• Well-known mobile phone
manufacturer
• Owned by Google
• Recently bought by Lenovo
for almost $3 billion
• 7% share of U.S.
smartphone subscribers http://static1.businessinsider.com/image/51de92f269bedd0c2000001c-480-/google-motorola-ad-1.jpg
Target Audience
First time smartphone buyersPrevious smartphone users available for
upgrade
http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2012/02/SmartPhone_Recent-acquirers-age1.png
Smartphone users ages 18-24 are a group of the most likely to acquire a new smartphone or already use a smartphone‘Young Revolutionaries’
Key Performance Indicators
Increase share of Motorola smartphone users 3%
Aim for 10% of U.S. market share by final
quarter of 2014.
15% market share by 2015
#takingchances should appear as a social
media top trending at some point during 2014
What is the #takingchances Campaign?
Motorola will soon be unveiling its highly anticipated promotional campaign in tandem with its new acquisition by Lenovo
The time to take chances is now
Ask smartphone users to take a chance on Motorola
Consumer involvement
What is the #takingchances Campaign?
Motorola will host a photo submission contest Winners receive life-long phone service
membership with Motorola Use Facebook, Twitter, and Instagram
Contestants will post pictures of themselves taking chances This campaign is expected to receive a lot of
critical backlash on contestant safety That’s what makes it revolutionary
#takingchances and You
http://www.unlockingthegrowth.com/wp-content/uploads/2014/02/Take-a-chance.jpg
#takingchances should inspire people to do revolutionary things daily in their everyday lives focus of the contest will be to
promote being brave and standing up for you
Photos of individuals preforming dangerous stunts will not be considered
45 winners nation wide 15 from each social media
platform (no cross platform winners)
Tools and TacticsUse of Facebook and Twitter sponsored
stories will alert users of the new promotionGoogle AdWords
Links will be redirected to Motorola website video Video will clearly show Motorola featured smartphone
filming 3 scenes of people taking chances quitting a dead-end job asking a stranger on a date kissing a date goodnight at the doorstep
Budget
Facebook ad space should be at least $500,000 monthly
AdWords budget will assume $8 per click. This will allow for 1,875 clicks daily; the monthly budget will be $450,000
http://thrivehive.com/wp-content/uploads/2012/09/Google-adwords-logo-1.jpg
http://byzblog.com/wp-content/uploads/2013/02/facebook-ads2.gif
Summary
Motorola will focus their promotional campaign on young adults using social media.
Target members will be encouraged to post pictures of themselves doing revolutionary things in their own lives by taking chances.
The goal of the campaign is to associate Motorola with revolutionary images and take a chance with a Motorola smartphone.