To mark the launch of the new Droid Turbo smartphone and its Instagram account, we endeavored to transform its leading functional benefit (a battery that would last for 48 hours) into an emotional call-to-arms that would tap into the mindset of our "motivated Millennial" audience. Thus, "48 Hours of Freedom".
We encouraged the Instagram community to break free from the tyranny of always needing to near an outlet and to imagine what they could do with 48 hours of not needing to charge their phone. In addition to our own content, we crafted a sweepstakes in which a user posted a photo of their ideal "48 Hours of Freedom", along with the hashtag, #Free48.
Five winners were chosen to receive a free Droid Turbo and $4800 worth of custom prizes to enjoy during those free 48 hours. The prizes were a surprise, selected based on their winning photo. Once the prize packs arrived, winners were encouraged to keep us up-to-date on their 48 Hours of Freedom via their social channels.
In just a few weeks, we gathered nearly 2,000 entries and 2,175 new followers to our just-launched Instagram account.
This campaign took mobile phone advertising to the next level by using a functional benefit to unlock a deeper reason to embrace the product. It sparked engagement on our Instagram page that went far beyond hardware and software - conversations became aspirational, ambitious. And Droid Turbo was the center of this mini-movement.
