TITLE

Net access device extends Motorola's consumer push

AUTHOR(S)
Elkin, Tobi
PUB. DATE
March 2000
SOURCE
Advertising Age;3/20/2000, Vol. 71 Issue 12, p6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the launch of a mobile Internet access device by Motorola Inc. during ABC network's March 26, 2000 Academy Awards broadcast through its Web W/O Wires campaign from McCann-Erickson Worldwide in New York City. The spot follows the company's Super Bowl appearance when it debuted two well-received spots, one for a two-way radio and the other for a Web-browsing phone. Motorola executives remained coy about the Oscar spot, but the 60-second advertisement is said to involve the creation of a totally digital person. The company worked with Titanic film director James Cameron's Digital Domain to produce it. As a tie-in to the Oscar advertisement, Motorola will arrange for consumers to sample the product by visiting a dedicated Web site. Extensive Internet marketing activities are planned. Motorola recently opened design centers in Milan, Italy and Tokyo, Japan to focus on developing distinctive products that will help differentiate the brand in the marketplace. Motorola, like its rivals Nokia Corp. and Ericsson Inc., is partnering with content providers to develop mobile commerce and data delivery via wireless handsets and other devices. The company has nearly 20 partners such as Amazon.com Inc. and Yahoo! Inc., and expects that number to grow to more than 100 in the next year or two.
ACCESSION #
2906905

 

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