Qualcomm develops and delivers wireless technologies behind brand name mobile devices. Although a B2B, it realized that it needed to create awareness of its brand and value so consumers would demand their hardware ran on Qualcomm products. Also, after some public spats with its partners, it was an opportune time for a brand-makeover.Our challenge was to reach an audience not at all familiar with Qualcomm and show it the pivotal role it plays in wireless and mobile innovation – all within a $50,000 budget.In order to reach bloggers, we needed a surprising approach, so humour and impeccable timing would be key.The execution began with an April Fool’s Day prank launch of Qualcomm’s fictitious HandSolo wireless device, a spoof product that turned people’s hands into cell phones. This included a fake launch video and microsite.We also created a new WirelessLife campaign video series targeting different segments of influencers. These would be found on the authentic WirelessLife.com. A blogger relations campaign was also used to promote the video and the WirelessLife site.

The video clip ultimately generated 150,000 views and drove over 90,000 visitors to WirelessLife.com. The blogger relations campaign resulted in coverage by 110 blogs including TechCrunch, Engadget, AdRants and WashingtonPost.com.

Using the notion of “future technology” as a springboard, our execution took a threefold approach:1. An April Fool’s Day prank launch of Qualcomm’s fictitious HandSolo wireless device, a spoof product that turned people’s hands into cell phones by imbedding a microchip. This included a fake launch video and micro site.2. A new WirelessLife campaign video series targeting different segments of influencers. These would be found on the authentic WirelessLife.com site.3. A blogger relations campaign to promote the video and the WirelessLife site.

The campaign had to run to plan– timing was critical. Everything– the faux product, videos and associated lifestyle websites- had to be ready to execute on April 1 at CTIA Wireless 2008, the largest wireless trade show in the US. We couldn’t miss this April Fool’s Day opportunity.

It may have started as a joke - CEO Paul Jacobs fielding questions from the media about the faux product and eventually ‘fessing up - but by close of play on April 1, Qualcomm was reaching out to two million influencers as an uber-innovator.HandSolo was tongue-in-cheek enough to make people laugh, so they were genuinely happy to spread the word across their communities, driving traffic to www.wirelesslife.com.

The video clip ultimately generated 150,000 views and drove over 90,000 visitors to Qualcomm’s authentic WirelessLife.com website. The blogger relations campaign, with zero marketing or advertising resources devoted to it, resulted in coverage by 110 blogs and news sites, including some of the most influential such as TechCrunch, Engadget, AdRants, CarsonDaly.tv and WashingtonPost.com.Unlike many viral marketing campaigns, no one manipulated the code in the videos to tweak the numbers. We successfully engaged the key influencers who can shape consumer perceptions about Qualcomm on time and on a $50,000 budget.

Qualcomm’s makeover as the brand of wireless lifestyle innovation created a perfect strategic storm, combining creativity, opportunity and execution.