Motorola launched a video campaign earlier this spring to promote its Droid Turbo 2 shatterproof screen using animated emojis that talk directly to Tweeters who share content using #ShatteredStories.
The campaign uses a mix of paid and organic content, with an emphasis on responding quickly to Tweeters with unique short videos. Each video addresses fans by name and responds to their content with a custom emoji video. Not only are the emoji characters relatable, but each unique video creates a conversational relationship between the brand and its fanbase. The campaign is a creative way to promote the Droid Turbo 2 and connect with millennials through the emojis they interact with daily. Read more about the campaign on Adweek.