Creating Impact That Drives Success
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Case Study – Motorola M•CORE Architecture Launch

mcorelogo

Challenge:

Motorola was introducing a new semiconductor architecture, the first seen in the industry in over a decade.  Yet, in a market crowded with devices, industry pundits were asking, “Who in the world needs another chip?”  To succeed, not only did Motorola need to address this question, but it needed a launch that would create a buzz and build global preference for its M*CORE architecture, ensuring it became a “household name” in the design engineering community.

Strategy:

Our firm broke new ground by applying consumer marketing techniques to a B2B technology launch, and enlisted Mighty Mouse as the iconic “spokesmouse” to represent immense power in a small package.  The aggressive marketing campaign included staggered announcements, direct marketing, media sneak peeks, a plethora of branded items that were lavishly distributed at multiple events, and technology face-offs. Not only did we secure printed interviews with Mighty Mouse, but the anticipation was so high that media were stalking company spokespeople to “get the scoop.”

Impact:

The launch resulted in an industry-record of $1.8 billion in design wins in the first six months of M*CORE’s introduction.

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