Motorola activates DEFY MINI Snowbombing season with OglivyAction
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Motorola Mobility has launched an integrated marketing campaign to celebrate the launch of the Motorola DEFY MINI™ and highlight the device’s capabilities both on and off the slopes.
The campaign, conceived and developed with OgilvyAction, includes sponsorship of Europe’s biggest snow and music festival, Snowbombing, in Mayrhofen, Austria (April 9-14) and will showcase Motorola DEFY MINI as the natural choice for snow lovers who need a device that can both entertain and survive during their toughest adventures.
The four-month campaign will bring the fun of the festival to the UK both through digital and experiential elements. The campaign has just kicked off with Motorola’s presence at Snowbombing’s Park Strife events at SnoZones in Milton Keynes on February 3rd, and Castleford on February 25th.
Motorola will also launch a cobranded Facebook tab to house campaign activity and competitions, offering fans video content direct from Snowbombing events, including exclusive interviews with headline acts during the course of the campaign.
There will be a number of competitions running to win tickets to events, including a unique Snowball game that will allow users to ‘throw’ a snowball at five of their Facebook friends for the chance to win Winter Proof prizes. Prizes will range from SnoZone vouchers to VIP tickets to join Motorola Mobility at the festival and a place on Motorola Mobility’s luxury tour bus as part of the annual 200 car road trip to Mayrhofen.
In March, Motorola and Snowbombing bring you the Urban Mountain Disco. Twinned with the Arctic Disco in Mayrhofen, the UK event will see Maverick Sabre take to the stage, in an event hosted by Radio 1’s Mista Jam, and provide a unique, once-in-a-lifetime, spirit-lifting party experience.
Motorola will also have a significant presence at Snowbombing itself – with festival goers able to enjoy a ‘Festival Survival Station’ and ‘Winter Proof Zones’ with free Wi-Fi, chill out zones, massages, hot drinks and snacks to aid both ski and après ski recovery.
The highlight of the festival’s 4th day, Motorola will take over the popular pro boarding park, playing host to a professional freestyle competition in the morning and the Good Times Carnival on the snow in the afternoon.
Victoria McManus, UK marketing director, Motorola Mobility said: “Our DEFY range offers the ideal devices for adventure seekers who need a device that can keep-up with their lifestyle, whether it’s being a parent in a muddy playground, dancing at a festival, or at the top of a mountain as a snowboarder, our phones are ready for whatever life throws your way.”
“The recently announced Motorola DEFY MINI is the obvious choice for snow lovers, making the iconic Snowbombing festival the perfect partner to help us hero the water and scratch resistant device. Combining action, entertainment and a lot of fun – this campaign will showcase the unique qualities of our devices in a way that is highly relevant to our audience.”
