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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.