The Cause Is The HabitMotorola Droid + Foursquare = Social Media Branding

Motorola Droid + Foursquare = Social Media Branding

November 10th, 2009 | Published in branding, life, social media

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A strong brand pays attention to details. A smart brand connects with the connectors in memorable ways that may not be readily quantifiable. A savvy brand knows that there are many factors involved in making something a hit or miss. Motorola is all of these and more when it comes to Droid.

On Android day, Cake Group put together an amazing event for Motorola’s Droid release. Their efforts went beyond the day of with connecting with various influencers beforehand to seed articles after the fact.

The branding brilliance comes into play with the attention to details. Customized shortened urls were created just for the event:

Press Release for Droid: http://bit.ly/MotoDroid
Link to Droid specs/product info: http://bit.ly/MotorolaDroid
Pictures from last night: http://bit.ly/MotoLaunchParty

The invitation was elegant, simple and overall top-notch:

What really set them apart was Motorola’s use of Foursquare in a relevant and timely way:

Motorola Foursquare

If that wasn’t enough, the piece that pulled it all together was the fact that the launch party took place in Morimoto, the famous Japanese restaurant. MoriMOTO, MOTOrola - very slight but very intentional and very effective.

With Motorola the attention is in the details. At every turn there was a robot, or droid, to reinforce that we were there in fact for the DROID launch. By the end of the party none of the robot droids were left, as they were almost as coveted as the DROID itself. Another small detail was the DROID branded photo-booth downstairs, which came with props like a giant inflatable 90’s-era cellphone and a raygun, as well as an alien backdrop.

Attention to details doesn’t stop after the party: I have it on good authority that Cake Group also added tips to every Verizon store on DROID day (11-6-9) to clue people in to the new Motorola DROID. While Foursquare may not be completely mainstream yet one thing is for sure – the people that ARE using advanced social networking services are the ones who are buying these new mobiile computing “phones”. With the proliferation of these advanced communication devices it’s only a matter of time before everyone is using one. Until then we have companies like Motorola and Cake Group who are using branding purposefully to guide us along the way.

Damien Basile

The Cause IS The Habit
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damien@thecauseisthehabit.com

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What to expect reading here

The world is a changing place. Brands and branding still need to survive. Social media should not be treated like a shiny new toy but as a part of an ever expanding puzzle. Research analysis is also written about to figure out how all this comes together.

Damien is currently the Director of Social Media for HS Dominion and Campbell Publicity. He is also a consultant with the social strategy group Esultancy. When not writing and researching he can be found hanging out on Twitter or at the Roger Smith Hotel or both.