MOTOROLA – Backdorm Boys

Challenge
Drive for significant volume gains of four Motorola low-price-tier phones, but also to bring youth closer to the brand.

Solution/Idea
Riding a rising trend among youth where popular songs were mimed or ‘lipsync’d to, and using online advertising and an engaging website, two lipsync pioneers were used as the cornerstone of a lipsync minisite that introduced the four key phones to all those who visited, while they were engaging in viewing, viraling and uploading lipsync performances.