Droid Maxx #FortyEight

The new Droid Maxx arrived with an incredible 48-hour battery life.

We developed the idea, “A lot can happen in 48 hours” which hammers home the battery life and also delivers on the payload of features and benefits that Droid offers. To top it off, actor Edward Norton signed on as the campaign’s hero.

An unbranded movie trailer-style teaser and X handle launched with #FortyEight.

A few days later, a TV launch revealed the full story on Black Friday while 90 and 60 second versions of the spot ran on air and in movie theaters through the remainder of the campaign.

Social activity started immediately—including a tweet from Samuel L. Jackson. In only a few days, the teaser spot got nearly 3 million views on YouTube.

We wanted to extend the spot into the digital space even more.

Prior to the shoot, we came up with additional/extended scenes we could collect, on-set, that could live exclusively on our social channels. We would seed out these extended scenes throughout the duration of the campaign.

‘Kidnapping’
because we definitely needed more from this man…and his goat

‘Prize’
what a TWIST

‘Diagnosis’
in today’s healthcare system…