Verizon backs Droid launch with $100M ad campaign

Verizon will spend close to $100 million between now and the end of year on an integrated ad campaign for its new Droid smartphone, but some in the industry are questioning the tone and imagery employed in upcoming TV spots. “The sci-fi positioning is kind of a gamble,” said Peter Dixon, creative director at marketing and branding consultancy Prophet. “It could be super successful with young males, but there’s a whole world of users that won’t find this engaging.”  Advertising Age


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