@MotorolaUS was looking for a new and innovative way to promote the new Moto Z smartphone, which includes snap-on modules called Moto Mods that add a camera, an extra battery, a JBL speaker, and other features. Motorola wanted an innovative and unusual way to show off this unique smartphone to its audience (and highlight how easy it is to add features to the phone by snapping on one of these Moto Mods).
Twitter partnered with Motorola creative agency Ogilvy & Mather and Publicis Media’s Motomentum to create #InASnap, which used First View, Promoted Trend, and a custom finger snap emoji. This campaign was created to highlight the innovative features of the phone to users who were looking for a new device, and to inspire them to rethink how they might use a phone that offers more flexibility.
To drive home the device’s ease of use, a custom finger snap emoji was created to accompany the campaign and highlight the ease and simplicity of the Moto Mods. In addition, Motorola used conversational ads to incentivize its audience to respond by offering a Moto Z and Moto Mods package as a prize. This was paired with an on-the-ground activation on the New York High Line that let people get hands-on time with the Moto Mods.