Motorola's StudioMoto Bus Offers Demos, Music - Event Marketer

Motorola’s StudioMoto Bus Offers Demos, Music

DB_HouseBluesMotorola_2007 Ex
Brand: MOTOROLA
Agency: OGILVYACTION
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (CONSUMER)
Year: 2007

Seeking to inform tech-savvy young adults about its wide array of music-capable phones and accessories, Motorola uncorked a program that—like the phones themselves—put music on the go. Motorola’s StudioMoto was a double-decker, 30-foot mobile experience that showcased the brand at events—primarily lifestyle focused but also retail and employee events.

Three main areas gave consumers the chance to have fun while getting their hands on actual Moto products. At the ground-level stage, reps handed out free Pepsi products to every passer-by (thanks to an existing partnership with the cola company), as well as a Pepsi-branded card good for a ringtone download at the event. Guests could also design their own cell phone wallpaper by creating a faux graffiti image on a computer-enabled wall and downloading the images to their phones.

At the product trial stage, attendees could demo several models of Motorola phones and Bluetooth headsets, while djs played tunes and engaged the crowd in text-message-based music trivia. Attendees also could use wirelessly connected computers and Bluetooth headsets to register to win a studio session with Mary J. Blige, create their own music videos and ringtones at a Moto web site or create a “tattoo” for their mobile phones.

Finally, the VIP Moto Lounge offered a top-notch view of the events and a comfy place to sit, plus (mmm) free Pepsi. Guests could also have photos taken with the new Q phone and take a print home.

Following their visits, 66 percent of non-Motorola users said they’d be willing to try another brand, and of those, 45 percent said they would consider buying Motorola. Attendees also rated Moto the best among major brands.

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