Motorola was one of the pioneers of the mobile phone industry, but today, many people in the U.S. feel the brand still lives in the past. To help change that perception, VML New York … read morepartnered with one of the pioneers of graffiti, Futura, and created 30 limited-edition phones to be sold right where people thought the brand belonged a second-hand electronics store in Chinatown. The location was disclosed via a single text message from an underground curator of things Stefan's Head.
The activation resulted in more than 30 global placements, garnering 13,598,794 impressions, and the highest spike in Moto X Pure mentions in 2016. Product mentions generated 3X higher volume on event day over the 2016 daily average and excitement sustained, with conversation remaining 81% above the daily average.
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