SUPER COLLIDER: INTEGRATED LAUNCH
This was the 3rd Droid phone launch and most ambitious.The phone was the first 4GLTE Droid, so a content rich episodic narrative was developed to stir intrigue within the now droid loyal fan base. Characters, locations, codes, secret documents, backstories, front stories, side stories, and all the things tech super nerds crave. So we gave the super nerds the "super-collider"
group creative director, MCGARRYBOWEN, NYC
An online teaser was released along with a facebook page about a little known doctor who's name was an acronym for "Droid Charge" and something else...
This was followed up with a broadcast campaign that started to tie the pieces together while laying more easter eggs to find about the super-collider...
lastly, a digital site was launched that detailed the specs of the phone within the narrative we created. Extras included things like the ATM code from the tv spot opened an extra level of content containing documents from the underground site...