July 26, 2014

$100M Marketing Campaign for Droid Seems to be Paying Off

verizon300x200_blackVerizon is putting $100 million into marketing of the Droid, and so far the carrier has to be pleased with the results.  Less than a month after release, the only handset to sport Android 2.0 has sold somewhere between 700,000-800,000 units. 

Verizon’s big marketing push for the Droid is strengthening as we close in on the holidays, and following our round of checks, we believe about 700,000 to 800,000 Droids have been sold, making our hurdle of 1 [million] Motorola Droids achievable for 4Q09 [ending December 31].  Motorola, for its part, has done a good job on the production side, and our survey of over 100 stores indicates strong demand, limited stock outs, and very few returns. – Mark Sue, Analyst, RBC Capital Markets

The Droid media blitz seems like money well spent to us.  We’ve run into more than a few people who were fascinated by Droid and what it could do.  I’ve personally seen at least 3 friends jump from BlackBerry to Droid and expect more as time goes (and contracts run out).  I can’t pick up a magazine or turn on the television without seeing that red eyeball staring back at me.

What do you guys think?  It is a good campaign?  A good investment?  Too much?  I’d like to hear your opinion on the ad campaign.