LIBERTYVILLE, IL: Motorola is wrapping up a holiday campaign this week that it launched to engage families and promote the Droid Razr Maxx HD phone. The effort culminated with the chance for kids to have a chat with Santa Claus.
The campaign, known as “Santa to the Maxx” internally at Motorola, kicked off November 30. The company invited families and children to skip writing letters to Santa and instead send him a text or leave a voicemail on his Droid Razr Maxx HD for a chance to do a live video chat with him, said Danielle McNally, North American PR lead at Motorola Mobility. It also gave one consumer a Droid Razr Maxx HD phone per day during the campaign.
Weber Shandwick, Motorola's AOR since 2010, worked with the company on the idea for the campaign and the PR elements behind it, she said.
McNally said the company wanted to connect with families during the holidays, which are a very important sales season for the company. By leveraging Santa to promote the phone, Motorola is also saying that busy people use the device because of its features, such as 32 hours of battery power and Google Maps.
“There are a lot of different things that happen around the holidays, and it's hard to break through the clutter,” said McNally. “We wanted to do something that connected families and was meaningful at the timeframe and take advantage of what's happening rather than create our own thing entirely.”
The campaign included PR, social, and digital, explained McNally.
Motorola invited as many as 10 children to talk to Santa and ask questions for 30 to 45 minutes each during a live chat on Thursday from 12 to 5pm EST. Consumers can also text Santa to ask questions, added McNally, which is a way for people who did not participate in the contest to get involved.
Once the chats are finished, the company will publish recorded sessions on its YouTube page.
To get the word out about the chats, Motorola also created press availability for Santa on Google+, McNally added. The company is targeting consumer lifestyle and parenting media and bloggers.
Alex Nelson, head of social media for Motorola Mobility, said the brand is also promoting the campaign with its Google+, Twitter, and Facebook accounts.