Motorola kicks off Defy 'festival proof' activity

Motorola: Defy Mucky Dip competition
Motorola: Defy Mucky Dip competition

Motorola is positioning its Defy smartphone handset as "festival proof" in an integrated marketing push.

The campaign, which runs across print, digital and radio, explains how the device's waterproof and shudder-proof qualities make it perfect for summer festivals.

It kicks off with an online game called Mucky Dip, created by Ogilvy Action, running across all relevant Bauer Media sites and a dedicated website.

Players must pick the muddy festival field where they believe a prize is buried. Prizes include festival tickets and winners will be entered into a prize draw to win a VIP trip to Ibiza.

The festival-proof website will also host highlights from the UK festivals this summer.

On 19 August a Mucky Dip festival-style event will be held in central London in conjunction with Kiss FM. There will be a guest celebrity and attendees will have the opportunity to win a range of festival related-prizes, including tickets, sleeping bags and tents.

Mindshare handled the media planning and buying for the campaign.

Motorola will also have a presence at Radio Aire's Party in the Park and Relentless Boardmasters, where the company will host a festival proof chill out zone where visitors can charge their phone, listen to music and enter competitions.

Victoria McManus, UK marketing director at Motorola Mobility, said: "Our Festival Proof campaign has been designed to bring the product features to life in a way that is fun and highly relevant for the target audience and ultimately designed to get the product into their hands at live events so that they can see its unique qualities for themselves."

Motorola launched the Defy in October last year, positioning it as party-proof with an integrated marketing campaign including a TV ad.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers