November 10th, 2009
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:
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.
Tags: android, attention, authority, backdrop, brand, brilliance, Cake, cellphone, clue, computing, day, detail, downstairs, droid, droids, end, event, fact, Foursquare, giant, giant inflatable, Group, influencers, info, invitation, japanese restaurant, launch, launch party, link, mainstream, mobiile, Morimoto, motorola, networking, networking services, new motorola, night, none, party, photo booth, Pictures, piece, place, play, Press, product, props, raygun, release, restaurant, robot, seed, social networking, something, store, thing, top notch, turn, Use, verizon, way
Posted in branding, life, social media | 1 Comment »
October 23rd, 2009
Checking my Facebook fanpage updates I came across this update:
It basically says fans aren’t actually allowed to have fanpages anymore. Essentially what has happened is that fanpages have been cannibalized by brands as an official outlet for them over groups.
Why is this important?
- It takes away your right to create, share and enjoy something socially with others
- It enables a brand economy over a social economy
- It adds a layer of authenticity for brands allowing them to protect their interests
- It shows Facebook’s commitment to monetizing by looking out for brands
So if you want to make a fanpage for an established brand (personal or professional) the party’s over. Unless it’s an officially sanctioned fanclub run by the brand you’re out of luck.
Also important, there’s a three week authentication grace period.
P.S. If you look in the upper right corner I find it pretty apropos that Facebook is asking me if I know about Slash and want to be his fan, therefore I dub this technique of Facebook cutting fan fanpages as being ‘Slashed’.
#ChatPack P.S. This one’s for you Brett, as I know you’ve run into a similar situation with Mr. Easton Ellis’ people.
Posted via email from db’s digital branding database
Tags: authentication, authenticity, brand, Brett, ChatPack, Checking, commitment, corner, database, dub, easton ellis, economy, Ellis, email, Facebook, fan, fanclub, fanpage, grace, grace period, layer, luck, Mr. Easton, outlet, P.S. If, P.S. This, party, period, right, share, situation, Slash, Slashed, social economy, something, technique, update, week
Posted in branding, featured, social media | 2 Comments »
