Motorola's #takingchances campaign will target young first-time smartphone buyers and upgraders. It will encourage people to post photos of themselves taking chances on social media for a chance to win free Motorola service. The goals are to increase Motorola's market share to 10% by late 2014 and 15% by 2015, while promoting the brand as revolutionary by associating it with people taking risks in their daily lives.

1. LUCAS ARIAS
Motorola Digital
Marketing Campaign
#takingchances

2. About Motorola
• Well-known mobile phone
manufacturer
• Owned by Google
• Recently bought by Lenovo for
almost $3 billion
• 7% share of U.S. smartphone
subscribers http://static1.businessinsider.com/image/51de92f269bedd0c2
000001c-480-/google-motorola-ad-1.jpg

3. Target Audience
 First time smartphone buyers
 Previous smartphone users available for upgrade
http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2012/02/S
martPhone_Recent-acquirers-age1.png
Smartphone users ages
18-24 are a group of the
most likely to acquire a
new smartphone or
already use a smartphone
‘Young Revolutionaries’

4. Key Performance Indicators
 Increase share of Motorola smartphone users 3%
 Aim for 10% of U.S. market share by final quarter
of 2014.
 15% market share by 2015
 #takingchances should appear as a social media
top trending at some point during 2014

5. What is the #takingchances Campaign?
 Motorola will soon be unveiling its highly
anticipated promotional campaign in tandem with
its new acquisition by Lenovo
 The time to take chances is now
 Ask smartphone users to take a chance on
Motorola
 Consumer involvement

6. What is the #takingchances Campaign?
 Motorola will host a photo submission contest
 Winners receive life-long phone service membership with
Motorola
 Use Facebook, Twitter, and Instagram
 Contestants will post pictures of themselves
taking chances
 This campaign is expected to receive a lot of critical
backlash on contestant safety
 That’s what makes it revolutionary

7. #takingchances and You
http://www.unlockingthegrowth.com/wp-
content/uploads/2014/02/Take-a-chance.jpg
 #takingchances should
inspire people to do
revolutionary things daily in
their everyday lives
 focus of the contest will be to promote
being brave and standing up for you
 Photos of individuals preforming
dangerous stunts will not be
considered
 45 winners nation wide
 15 from each social media platform (no
cross platform winners)

8. Tools and Tactics
 Use of Facebook and Twitter sponsored stories will
alert users of the new promotion
 Google AdWords
 Links will be redirected to Motorola website video
 Video will clearly show Motorola featured smartphone
filming 3 scenes of people taking chances
 quitting a dead-end job
 asking a stranger on a date
 kissing a date goodnight at the doorstep

9. Budget
 Facebook ad space should be at least $500,000
monthly
 AdWords budget will assume $8 per click. This will
allow for 1,875 clicks daily; the monthly budget will
be $450,000
http://thrivehive.com/wp-
content/uploads/2012/09/Google-adwords-logo-1.jpg
http://byzblog.com/wp-content/uploads/2013/02/facebook-ads2.gif

10. Summary
 Motorola will focus their promotional campaign on
young adults using social media.
 Target members will be encouraged to post pictures
of themselves doing revolutionary things in their
own lives by taking chances.
 The goal of the campaign is to associate Motorola
with revolutionary images and take a chance with a
Motorola smartphone.