Summer’s a Blur for Motorola

The brand wants young adults to find out about its Motoblur social networking service through daily trivia on Facebook.

Motorola Canada is handing out sought-after prizes to consumers at a time when the summer season, imposing a sweltering heat wave on urbanites, is in need of a cool rescue.

With the new ‘Summer’s a Blur’ campaign, the brand is asking consumers to ‘Like’ its Facebook page for the daily opportunity to win Vespas, skydiving trips and Lady Gaga concert tickets. Motorola wants to promote its social networking service Motoblur, which aggregates social media content on Android-powered phones, as well as promoting Motorola as a social media-oriented brand, Carly Biggart, director of marketing at Motorola Canada, tells MiC. To win, fans have to answer trivia questions about Motoblur and its capabilities as a service, which will be posted every weekday through Sept. 2.

‘The objective behind ‘Summer’s a Blur’ is twofold: to drive awareness of, and excitement around, Motoblur, Motorola’s exclusive social service, and to create memorable experiences that will reinforce Motorola’s position as a social and connected brand,’ Biggart explains.

The campaign, developed by Hill & Knowlton Canada, will be promoted through a Facebook ad buy, handled by Toronto-based digital media agency AdParlor, street teams in Toronto, Vancouver and Montreal, and email blasts. The target demographic for the campaign is young adults aged 18 to 25.