Verizon and Motorola are doubling down in $100 million marketing push following the launch of The Droid, “the only smartphone currently on the market that uses Google Android’s 2.0 operating system,” reports CNET.
However, Verizon spokesperson Jeffrey Nelson told PRNewser today that the $100 million number is “not a number we have used.” Nelson did quote Verizon CMO John Stratton, who stated at The Droid launch that the campaign is, “the largest advertising and marketing push behind a single device that Verizon Wireless has ever made.”
Nelson declined to comment on what percentage of the campaign is geared towards PR or “earned media.” Verizon’s PR agency of record is Weber Shandwick and the account is run out of their Boston office.
The campaign appears to be helping sales. “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],” said analyst Mark Sue of RBC Capital Markets in a research note.