Droid RAZR Launch
The teaser spot aired one week before the launch spot. The message was dead simple. Something fast, powerful and sharp was coming.
The Droid fan base knows there’s always a story-behind-the-story, so we planted a hidden message in one single frame in the spot. **RAZR311
Over the next five days, fans that followed Droid on Twitter or dialed **RAZR311 became immersed in the narrative. Five secret/encrypted messages were transmitted, containing intel regarding our operative’s mission status, device specs, along with exact location coordinates of the Droid RAZR, which he tracks in the launch day spot, “Payload.”
Directed by Noam Murro, Biscuit.
• Creativity Editors Pick
Simultaneously, our operative reached out to the tech community to help him.