written by Edwin St. Fort
Objective: To relaunch Google’s Nexus One by revamping online promotions and using a celebrity endorser to uplift sales.
According to The Wall Street Journal, Google’s Nexus One sold an overall of 80,000 phones in its first month of sales, pushing 20,000 units in its first week. Other Android phones had better success in first week results, T-Mobile’s myTouch made with Google sold 60,000 and Verizon’s Droid sold 250,000 in there debut according to Flurry, an analytics company. Google choose to sell and market the Nexus One device to consumers directly through its website with an option as T-Mobile being a carrier or without a cell phone company contract. Current promotions have been through online marketing via: YouTube and Adsense.
Comparing how the other Google phones performed in the market place and the marketing efforts behind it, Nexus One attempts weren’t comparable; Verizon’s launch of Google’s Droid, spent a record-breaking $100 million on marketing, including aggressive TV advertisements. T-Mobile’s myTouch 3G launch didn’t provide the same co-marketing support for the Nexus One. T-Mobile chose celebrity endorsers such as Phil Jackson, Whoopi Goldberg, Wyclef Jean, Avril Lavigne, and others to promote the myTouch 3G device in their TV ads.
Viewing Google’s Nexus One marketing campaign the results should have forecast an incorrect strategy. Timing, price, and strategic partnerships were lacking in their efforts, but here is an idea that could revamp sales.
Solution: Create strategic partnerships with Jay-Z, Diddy and 50 Cent to promote “Nexus One” to the urban demographic.
Jay-Z x Google Nexus One Proposal
The idea is to develop a strategic partnership with Jay-Z to promote Google’s “Nexus One” by using him as a celebrity endorser.
This helps Google promote the product to the urban demographic and creates music licensing opportunities for Jay-Z leaving this partnership beneficial to both parties.
A concept commercial can be created where Jay-Z’s latest single “On To The Next One” can be featured in a advertisement to promote the new device and its features. The single can be sort of a theme song for the product.
Also Jay-Z can have a customize phone labeling it the “all black everything” edition to boost sales for the new promotion. Verizon is rumored to add the Nexus One to their line up of products, if Verizon and Google establish a partnership this can also lead to in store promotions for Jay-Z and more if they choose him as the celebrity endorser.
Sean “Diddy” Combs x Google Nexus One Proposal
Diddy has 2 million plus followers on Twitter and interacts with them through Diddy Blogs. To promote the product allow Diddy to record a Diddy Blog using the Nexus One phone informing potential buyers that one of the special features on the phone is recording videos and uploading them directly to YouTube from the device. Everyone uses Apple’s Mac notebooks to video blog but if your on the go you can easily pull out your phone and broadcast.
50 Cent x Google Nexus One Proposal
50 Cent could promote the device through his blog ThisIs50.com, users can upload content through the phone and post footage’s of concerts and interviewers all on the Nexus One.
Conclusion: This proposal was created in hopes that when Google decides to launch the Nexus One on a larger carrier such as AT&T, Verizon or Sprint that some of these ideas could be used to promote the product to the urban demographic. Though this is just a short overview of ideas I would appreciate your response towards this proposal.
Send an email to Edwin St.Fort , the author of this post, at esfmarketing@gmail.com
[...] Video: Jay-Z x Diddy x 50 Cent Google Nexus One Proposal [ WoooHa ] [...]
Love your ideas especially jay-z. I’m sold!
How original…LOL
[...] Props: Wooha [...]
Good thinking but it would need to be a much more thorough campaign in order to actually work. Google and hiphop dont really go together from a branding perspective.
I agree with what Ocy says and even Davids sarcasim. They arent really orginal, and i think they would haft to have some sort of idea to tie google and the urban market together
I don’t think Google’s focus is to go after the urban demographic to be honest. It looks like Google produced a phone and released it to the internet exclusively hoping that their power on the internet would drive and market the phone itself. I don’t think doing TV ads or selling in retail stores would be good for them because they don’t have experience dealing those methods. They’re in a secure spot where there are at now and I don’t know if this would work for them.
I agree with david in a way hip hop and google don’t go together from a brands perspective but ??When u think of it tho who would of ever thought HP would have jayz or lupe fiasco associated with their products…
This is like those super Internet artist or groups, the net alone will never take a company to the ultimate level, you need terrestrial mediums to move products, Google did not get big from the Internet, it became part of our verbal vernacular based on people using it as a verb, on television, sports and radio
If they want to sale that awesome phone, I know I have used it, but it has bugs to be fixed, I will wait to the Next One (pun intended)
Look at it this way did we ever think HP, or Heinkien beer would get jayz as a celebrity endorser or even dj hero…possibilities are endless…google never done something with a celebrity, and music is the best way to engage with a consumer…and they couldn’t move as much units by themselves maybe its cuz of the wireless service they choose, but if at&t picks it up they use mary j blige and mariah carey in they ads I wouldn’t see why they wouldn’t get jayz to promote the product,