In many ways, the US has acted as a testing ground for how to reach consumers through entertainment – from content inventions like the “soap opera” through to product placement. In this sense, a marketer in the US is a victim of the nation’s success – with so much branded content out there, how to cut through?

A larger challenge is how to approach branded content on social channels, where just as they once were on television, the boundaries are still being defined. The opportunity to reach an audience that currently rejects traditional advertising is obvious, but doing so in an authentic way is key. Brands that get the balance wrong typically experience earned media and consumer engagement for all the wrong reasons.

Pre-launch (March 31)

? Digital/Mobile campaign hub for all paid/owned/earned media announces “#MotoSelfieStick-Coming Soon”

? @DemiLovato Tweets #MotoSelfieStick picture to 28mm fans

? Tech influencer @MarquesBrownlee activates tech audience, retweeting Lovato

? #MotoSelfieStick on “Jimmy Kimmel Live!”

? “Introducing #MotoSelfieStick” video goes live on hub

Launch (April 1)

? Hub updated with Moto X product information and $140-off promotion

? Motorola CRM email drives consumers to hub

? @DemiLovato Tweets #MotoSelfieStick video

Sustain (April 1-2)

? Strategic paid social media and search cut through hundreds April Fools jokes

? 1:1 engagement with key media outlets/influencers via social media

? Three #MotoSelfieSticks given away via social

#MotoSelfieStick succeeded in exposing a much wider audience to the Motorola brand’s “Choice” message and its customization options:

? Motorola’s share of social mentions jumped 23% vs. its competitors as it took over the

“#selfiestick” conversation for 72 hours

? The campaign organically generated 120+ news media mentions without any proactive outreach to journalists or publications, creating 200MM+ Total Earned Impressions, and beating campaign goal by 120% ? 40+ headlines, including the Wall Street Journal, Forbes, Details, and The Verge

ranked “#MotoSelfieStick” as either the best, or among the best of the hundreds

of April Fool’s Day jokes

? 1.5MM total video views, beat campaign goal by 436%

? 180,000 #MotoSelfieStick splash page visits, beating goal by 73%

? Sales from the #MotoSelfieStick discount exceeded forecast by 205%