To change the perception of living in the past, we partnered with one of the pioneers of graffiti, Futura, and created 30 limited-edition phones to be sold right where people thought the brand belonged — a second-hand electronics store in Chinatown. The location was disclosed via a single text message from an underground curator of things — Stefan’s Head.

To embrace people's perception of Motorola living in the past and launched Futura's hand painted phones from a second hand electronic store by letting people about it via a single text message from an underground dealer of things - Stefan's Head. The sms was sent out a day before the drop. The drop took place in New York's Chinatown.

• One text message got more than 100 people to line up in front of the second-hand electronics store.

• Calls started pouring in with inquiries from outside of NYC.

• More than 30 global placements, garnering 13,598,794 impressions.

• Some of the most influential websites made this limited-edition even more desired, making Motorola part of the cultural conversation.

• Highest spike in Moto X Pure mentions in 2016.

• Product mentions generated 3X higher volume on event day over the 2016 daily average.

• Excitement sustained, with conversation remaining 81% above the daily average.