DROID

Verizon had a phone, a mountain to climb, and seven days to build a $100 million launch against the iPhone. We named it, gave it a logo and a personality, and built an integrated campaign from advertising to merchandising around one idea: take on the smartphone leader head-on. The “iDon’t” teaser topped 2 million YouTube views in its first week. Droiddoes.com drew 3 million visitors, 500,000 email signups (an 18% response rate), and 52 million page views, and “Droid” reached the top 10 of all Google searches. Droid sold 400,000 units its first weekend, matching iPhone.