Working with Motorola & Ogilvy to Establish a Social Media Presence and Launch a new Phone

When we work with clients on Social Media Marketing strategy, we talk a lot about the opportunity to drive awareness, acquisition and evangelism… and the relative strengths of various social arenas, depending on your audience.

In the case of Motorola and our agency partner Ogilvy, the catalyst for this campaign was generating awareness for the upcoming launch of their “Rival” phone among younger consumers- but the long-term goal was to create real estate in Facebook and MySpace that could be leveraged for future campaigns.

The final campaign went live last week, and StepChange partnered with the Ogilvy team to build out several components:

• A Facebook Page with Custom Tabs and promotional content
• A viral Engagement Application – “Meet Your Rival”, and
• A MySpace version of the page and application

Motorola took this opportunity to establish their “official” page on Facebook and with more that 38,000 fans in the first week, it’s already proving to be a valuable marketing asset.

One of the most interesting aspects of the campaign is the “Meet Your Rival” application, which allows users to create their own ‘rivalries’ and show their support for one side or the other by sharing on their Facebook Wall using the new Stream Publisher:

…and it has been fun to see the rivalries that users have created themselves… if you want to (for example) weigh in on Alex P. Keaton vs. Marty McFly, you should head over and check it out.