ROLE:   Director of Content for Emerging Platforms & Executive Producer

 

AGENCY:   mcgarrybowen

 

SUMMARY:   To promote Verizon’s new phone, THE DROID TURBO, we celebrated Star Wars Day and Challenged the country to a scavenger hunt that took place online and in the real world. We created bespoke posters and posted them in targeted areas to get the public’s eye. We also tweeted a series of images and videos influencing hyper fans to play along. All content featured #CAPTURETHEDROID.  These bread crumbs made consumers curious. Those who engaged were led to our physical locations where we sat with a team of JAWAS and an R2-D2 Unit to receive the special password in exchange for prizes. PW= "Are These The Droids You're Looking For?" Contestants who tracked us down (there were alot) won items and experiences like tickets to Comic Con and the new Droid device! Joyous winners shared their experience on social. This program was planned, assembled and launched in record time for a mighty slim budget… we had to get scrappy and roll up our sleeves. It was a blast delivering this with amazing and collaborative team-mates. It was thrilling to see positive, consumer engagement and brand love in real time!