Motorola Mobility is looking to convert Beliebers into customers by partnering with Justin Bieber as the official presenting sponsor of his worldwide Believe tour.

The promotion was planned and implemented by Hill & Knowlton. It aims to revitalize the brand, which according to Brian Mehta, head of North American marketing, Motorola, has been conservative over the past few years promoting its products.

“People use their devices in so many different ways, and entertainment is one of the major ways that consumers engage with our smartphones. So there was a synergy [between Motorola and Justin Bieber],” Mehta tells MiC.

He adds that the promotion leverages Bieber’s universal recognition to target a broad audience, not just Bieber’s core tween following.

While much of the campaign uses a social media-based approach, Motorola has teamed with Citytv’s Breakfast Television to give away two tickets per day throughout the week of Nov. 27 to Bieber’s Dec. 1 show at Toronto’s Rogers Centre.

Winners will watch the concert from a suite with BT personality Jennifer Valentyne, and the Friday giveaway will include a meet and greet opportunity.

Consumers can also win tickets and prizes by answering Bieber trivia on Facebook, following Motorola’s Twitter page to learn about surprise giveaways or by activating a new Motorola RAZR HD LTE in Rogers stores in Toronto, Ottawa or Montreal.

There will also be in-store giveaways at Rogers stores in Toronto and Montreal on Nov. 24.

Motorola will continue to be the sponsor of the Believe tour until it ends in late 2013.