We created a fresh, cool new product line – the “Yahoo Good Time Mobile Accessory Series” – attracting the attention of smartphone addicts. And by promoting the manifesto, “Life should be wasted on your smartphone,” we got smartphone addicts to think about Yahoo every time they picked up their phone.

Executing a design concept centered on comfort, creativity and fun, we created a completely new product line – the “Yahoo Good Time Mobile Accessory Series” – over 20 different fresh, cool phone accessories. First, we promoted them with a series of viral videos. Then, we launched a full-spectrum promotion campaign, using an event website, social media, news reports, an online shopping website, and street guerrilla marketing. On all these platforms, we familiarized consumers with the Yahoo manifesto, and provided links where they could directly download Yahoo’s apps.

1.Over 3 million people interacted and shared the campaign through Tumblr, Facebook, Twitter, and YouTube.

2.One out of four Taiwanese followed the campaign, and the number of people who associated mobile surfing with Yahoo rose by over 30%.

3.Many different media, from television to magazines and newspapers, reported the campaign, reaping $12,000,000 in earned media.

4.1,000 limited-edition accessories sold out in a flash.