To hype the launch of Moto's new phone we harkened back to the glory days of the Motorola Razr. In a circa 2006 high school hallway, we recreated the essence of the mobile craze that swept the nation. Almost everyone had a Razr and those who didn't wanted one. Gold Dolce & Gabbana, Jet Black, Silver, and who can forget the AT&T pink Razr. And Moto was about to do it all over again with the highly anticipated launch of the Moto Z.
RESULTS:
The Razr campaign provided the perfect opportunity to launch unique content on a solely content-based channel: Snapchat. To continue ramping up buzz around the Razr video spot, we created “Snaps from the past” - humorous video skits on Moto’s Snapchat channel that harkened back to 2006.
RESULTS:
We saw over 1.7M paid views on Snapchat
12% swipe up rate (12x the norm)
6.2K organic Snapchat views.
And just for fun, we had to pay tribute to The Breakfast Club