My pals in H&K way up north in Canada recently put together an amazing multi-city street-level guerilla consumer effort for the launch of the MOTORAZR2. The campaign leveraged Motorola’s sharp advertising campaign, providing solid integration. The team spent a lot of time getting the right authenticity of the street teams, knowing that they had to be right to make everything work. They found 80 street team members in three cities, some of them actual martial artists, and transformed/trained them to become brand ambassadors. A designer was hired to create custom-made outfits, and hair and make up stylists were carefully chosen to create the right attitude and ensure the image was remaining true to the original creative.

Armies of ‘cyberpunk ninjas’ armed with MOTORAZR2 handsets strategically targeted popular locations in Toronto, Montreal and Vancouver to introduce the mobile to Canada. Teams distributed fortune cookies in branded mini-takeout containers, each containing a fortune cookie alongside a MOTORAZR2 themed fortune and alphanumeric code. Passersby were invited to enter an online contest for their chance to win instant RAZR2 prizes and a grand prize martial arts-themed trip to China. Teams were accompanied by branded rickshaws that provided logistics support.

On the street 50,000 branded fortune cookies were given away and over 25,000 face-to-face product demonstrations occurred, resulting in a high rate of demonstrations from interactions. The MOTORAZR2 street campaign generated successful online results; 10% of people who received a fortune cookie entered the online contest (the average response rate is typically between 3 to 5%). Additionally, 40% of those who entered the contest opted to receive additional correspondence from Motorola. Solid results for an incredible street campaign.