Build on the overwhelming success of mophie’s 2015 SXSW “St. Bernard” activation by bolstering a brand awareness campaign through expanded social media and consumer engagement platforms.
In an effort to build on the success of the 2015 campaign, we decided to not only bring back the lovable recruits of the St. Bernard Rescue Foundation, but also add a little “power” to our mobile engagement efforts. Leveraging a newly developed brand partnership with Indian Motorcycle, we deployed our K-9 partners via custom sidecars in an effort to save SXSW goers from low mobile battery power. In order to participate, attendees within range of the mophie “Bad to the Bone” Bar and activation site tweeted @mophie using the #mophieRescue with current location and a proven screen grab of low battery life on their mobile device. If selected, consumers, media and influencers received a direct link to a responsive Glympse map that displayed the direct course of our mobile activation team in real-time. Once reached, participants were greeted with mophie power reserves and a once-in-a-lifetime photo opportunity with our furry co-pilots.
For the second straight year, mophie was noted as a top branding success at SXSW. The mophieRescue team saved hundreds of SXSW attendees via mobile rescues while driving continued awareness for the St. Bernard Rescue Foundation. The activation was featured in top local, regional and national outlets including positive coverage from CNBC, AdWeek, Fast Company, AP, Fortune, and Mashable who declared “The dogs that rode in motorcycle sidecars to charge phones won SXSW.”Media impressions:193 MillionAdvertising Equivalency:$6.4 Million
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