Cake PR fuses technology and rock
Brief and Objectives:
Motorola wanted to connect with early adopters to support the launch of Motorola SLVR in the United States. Motorola challenged Cake to devise a sponsorship and communication strategy that would generate buzz and awareness around the SLVR launch.
Insight and Strategy:
Opinion formers and early adopters are often ahead of their peers in terms of music and this led Cake to The Gorillaz, due to the quality of their animation and suitability for fit with early adopters. The Gorillaz were performing in New York at the prestigious Apollo Theater in Harlem, over the course of 5 nights in April 2006. It soon became clear to Cake that the best opportunity would be for Motorola to support the bands debut shows at the Apollo. Cake negotiated for Motorola to be the exclusive sponsor of this 5-night event
Cake’s recommended route was to communicate with this audience within the venue using a highly innovative approach, direct to mobile. It was decided early on that there should be no traditional branding and that the Motorola presence would be of a digital and virtual nature.
Cake’s recommendation provided Motorola with a credible platform to communicate the launch of SLVR, and more importantly provided Motorola with exclusive mobile content produced by Jamie Hewlett, world-renowned Gorillaz animator and Creative Director.
The sponsorship package included branding at the event; exclusive content to be broadcast by Bluetooth to all event attendees; sponsorship of the after show party; and content to be made available via a microsite.
Cake commissioned Jamie Hewlett to create a 52 second film of 3D animation featuring Murdoch, playing the piano but being interrupted by his Motorola phone ringing. Shortly before the band appeared on stage the film was run along with a reminder to switch on Bluetooth mode. The animation was compressed and turned into a 3GP file for distribution at the event via Bluetooth. In addition to the 3gp animation, exclusive wallpapers were broadcast by Bluetooth.
Three Bluetooth devices with seven dongles per unit were positioned around the Apollo to broadcast the content. Staff were positioned around the venue to help with any technical difficulties and guide people through the download process. Staff also handed out promotional material directing people to a microsite where they could similarly download the content.
Having downloaded the file, event attendees were able to Bluetooth the file to other contacts who were not at the event.
The Gorillaz at the Apollo was a sell out event. Of the total capacity of 15,000 across the five nights, some 5,000 consumers downloaded content to their mobile phones.
Three months after the event the mobile animation continued to be sent via Bluetooth by person to person.
To our knowledge this is the most successful Bluetooth activity in North America of 2006.
Monique Butts, Global Marketing for Motorola said of the event:‘To CAKE, Mike and Mark, what would we have done without you? Your dedication to making the Motorola experience both groundbreaking and fun is unprecedented’.
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