In the Fall of 2014, Motorola launched the second generation of its Moto X smartphone. To boost awareness about the customization options of the smartphone, Motorola handcrafted (pun intended) a parody video about artisanal selfie sticks. These selfie sticks were made of wood or leather similar to the actual smartphone. The video was released for April Fool’s Day and was successful in getting people talking about #MotoSelfieSticks on the social web.
While this campaign only lasted 72 hours to capitalized on April Fool’s traffic, the results were still incredible. The metrics associated with the campaign include:
- 200M earned impressions beating the campaign goal by 120%
- 40+ headlines including Wall Street Journal, Forbes
- 1.5M video views beating the campaign goal by 436%
- 205% sales goal beat associated with the #MotoSelfieStick discount
Part of the reason this campaign worked so well was because it engaged social influencers including Demi Lovato, Jimmy Kimmel and Marques Brownlee. These influencers helped spread the message quickly and increased the spread of users that witnessed the prank. Furthermore, paid media partnerships and placements ensured the campaign quickly became recognized across the social web.
For me, the reason this campaign was successful was because it capitalized on a trend that was a fad at the time — selfie sticks. Love them or hate them, everyone knew what a selfie stick was so it allowed the social web to easily identify with the topic at hand. Additionally, it played on the dichotomy of the situation. Selfie sticks are traditionally understood to be cheap devices that you pick up at the dollar store. For Motorola’s campaign, however, they were portrayed as luxury devices that entice customers with the expensive commodities used to craft them.
Why do you think this campaign worked? What company’s April Fools joke is your favorite? Share your thoughts in the comments below!