This is What Verizon's Largest Marketing Campaign Buys

Posted by: Spencer Ante on November 4, 2009

Last Thursday, I went down to Union Square in downtown New York City and ran into Verizon’s marketing juggernaut for its new Droid phone.

The new Motorola device, which was released today to the general public, is being supported by the single largest marketing campaign that Verizon has ever launched for a single device.

Droid3.jpeg Droid2.jpeg

So what does all that money buy? Well, lots of glitzy TV commercials but also some cheesy live marketing events. As I got off the train at Union Square, I noticed a long line of about 75 people. The people were waiting to get the chance to play a game in which you could scoop up a Droid phone in one of those boardwalk games with the little hand-operated cranes. All that was missing was a carnival barker shouting into a megaphone with a monkey perched on his shoulder.

Droid1.jpeg

Verizon is clearly pulling out all the stops to turn the Droid into a hit. And so far, it seems to be working.

— Spencer Ante also publishes the Creative Capital blog. Click here to read more.

Reader Comments

pk de cville

November 6, 2009 2:27 PM

"AVerizon is clearly pulling out all the stops to turn the Droid into a hit. And so far, it seems to be working."

It's worth noting that Droid can be a hit in it's own right, and not be an iPhone 'killer'.

The killer category is a much farther reach than being a hit.

Droid is nowhere near being a killer.

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Bloomberg Businessweek writers Peter Burrows, Cliff Edwards, Olga Kharif, Aaron Ricadela, and Douglas MacMillan, dig behind the headlines to analyze what’s really happening throughout the world of technology. Tech Beat covers everything from tech bellwethers like Apple, Google, and Intel and emerging new leaders such as Facebook to new technologies, trends, and controversies.

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