Verizon

#BringBackTheBrick

 
 

How we launched a new phone with an April Fools’ joke, 36 years in the making.

 
 

In 1983, Verizon powered the first mobile call using a Motorola phone. This year, a Motorola phone was the first to use our 5G network. And it became available on…April Fools’ Day. To drive traffic to our site for the phone launch we took advantage of the timing and announced that the original 1983 brick phone was back for a limited time.

 
When people tried to buy the Brick Phone we let them in on the joke…

When people tried to buy the Brick Phone we let them in on the joke…

…and directed them to the new 5G moto mod page instead.

…and directed them to the new 5G moto mod page instead.

 

Engagement was up 58% and impressions by 371%, making it one of the brand’s most loved posts in history.

 
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Due to popular demand, we eventually decided to #BringBackTheBrick for real and gift it to some of the most enthusiastic commentators.

 
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Agency

Verizon (In-house)