MetroPCS was looking to build awareness with a younger demographic, and the first brand that came to mind was Hello Kitty. After discussions fizzled out with Sanrio, an opportunity presented itself with Sanrio partner, tokidoki. The brand met all of the stringent criteria needed for the project, and had just expanded their business with a huge product line that was launching in Sephora.
The Huawei M835 Sanctioned by tokidoki was born. The device included two interchangeable battery covers, one for guys, one for girls, and was pre-loaded with a full content suite including a custom tokidoki application, static and live wallpapers featuring tokidoki’s recognizable pop iconography, four original tokidoki ringtones and more. We worked with Huawei to redesign the casing of the original black device, to become white with metallic cyan blue accents. The slick white coupled with the bold tokidoki iconography that adorned the inter-changeable backs offered both the MetroPCS and tokidoki communities the chance to collect a piece of mobile art.
The fashionable device was available with MetroPCS’ smartphone service plans beginning at $50 and $60 per month including all taxes and regulatory fees. Both plans offered unlimited talk, text and Web services and, with MetroPCS nationwide coverage, customers can be confident they can use their service in areas throughout the United States covering more than 90 percent of the U.S. population.
The pre-loaded tokidoki SNAP! application, was a one-of-a-kind social photo-sharing application that allows fans to embellish and customize their photos with tokidoki graphics then share with their friends via their social media channels.
To promote the new device and the iconoclastic pairing of the brands, we hosted a SNAP! photo contest where photos taken with SNAP! were submitted to a custom microsite. The image that received the most Facebook “Likes” won prizes from both brands.
To celebrate the partnership, we introduced the phone at New York Comic-Con, the largest POP culture event on the East Coast, where close to 100,000 attendees. Ten lucky winners who submitted tokidoki-inspired Android designs had their art featured in the MetroPCS New York Comic-Con booth.
Back in LA, we hosted a launch party for the phone at the tokidoki Melrose store, hosted by Glee’s Brenda Song, and American alternative hip hop group Das Racist.
The device was a huge hit and sold out in the first month its launch. Mission accomplished!
Limited Edition tokidoki M835 phone for MetroPCS
What We Did
- Product Design
- Android App Development
- Ringtone Development
- UI Design
- Package Design
- CGI 30 Second Commercial
- Launch Event
- NY Comic Con Event
- Experiential Events Nationwide