There’s a lot of noise at SXSW, but mobile battery case maker mophie chewed out a niche for itself for a second year—with St. Bernard dogs. Continuing its mission to rescue dying phones, the brand partnered with Indian Motorcycle and the St. Bernard Foundation for what it called “Bad to the Bone.” Every hour from noon to 6 p.m. over the course of the three-day activation (March 11-13), motorcycles with St. Bernards riding shotgun in a sidecar cruised around to charge-up attendees’ devices.
Last year, the St. Bernards (and loving handlers) walked the streets to offer a charge, and the program this year functioned similarly. Attendees tweeted to @mophie with #mophieRescue along with a photo of their dying device and location in Austin, and if selected, mophie tweeted back with a link to a Glympse interactive map that tracked each St. Bernard’s motorcycle team in real-time while on the move.
In addition, mophie activated the Bad to the Bone Bar, a biker bar at the corner of 5th and Trinity streets. The free experience featured beverages, giveaways, product demonstrations and the opportunity to cuddle with the dogs.
“Last year we rescued about 600 mobile devices at SXSW and helped raise the National St. Bernard Foundation’s profile, which works to find these amazing animals loving families and homes,” says Ross Howe, vp-marketing at mophie. “With all the enthusiasm last year, we agreed bringing back the St. Bernards was a good idea. But if we did, it had to be bigger and better so we partnered with Indian Motorcycle to help increase the visibility of our rescues while giving the dogs the ride of their lives.” Agency: The Brand Amp, Newport Beach, CA.
Check Out Mophie’s SXSW Strategy in Action: