Motorola Game Plan Calls for Blitz of Downtown Jacksonville

How does a brand cut through the marketing and advertising clutter during Super Bowl week? Do as Motorola does, by ensuring that its brand impact will be undeniable in Jacksonville through an array of marketing, promotional and entertainment activiti

(I-Newswire) February 7, 2005 - Motorola's extensive activities will include high-visibility street signage on Bay Street, mobile marketing vehicles and street teams sporting special offers and product demonstrations of the Moto RAZR V3 , V710 , Bluetooth wireless technology headsets and the new state-of-the-art Motorola OjoTM Personal Videophone. In addition, Motorola will add live music, NFL player appearances and interactive consumer games at the always-popular NFL Experience. The company's goal is to make a brand and product connection with every consumer enjoying Super Bowl-related activities.

"As a leader in wireless communications, Motorola aligns itself with leaders in other industries. Professional football is America's #1 sport and the Super Bowl is the sport's premier event, so we have chosen to make a powerful statement in Jacksonville," said Kathleen Finato, senior director of marketing North America, Mobile Devices. "We've taken a 'leave no stone unturned' approach to making an indelible brand impression on consumers basking in the excitement of the biggest sports event of the year."

Following is a breakdown of what Motorola has in store for Jacksonville consumers and visitors throughout Super Bowl week:

"Local Promotion" - Motorola is teaming up with Jacksonville Jaguars quarterback Byron Leftwich to provide one lucky Jacksonville resident the chance to see the game live on Super Bowl Sunday. Leftwich will arrive on the doorstep of the lucky winner with two tickets to the game and a limousine ride to the stadium.*

"Branding Bay Street" - As the official sponsor of the Host Committee, Motorola will have lighted signage, featuring the familiar Motorola "Bat Wing" logo adorning Bay Street - the main drag in downtown Jacksonville - day and night throughout the week of game. In addition, Motorola street beacons will line Bay Street as well, featuring recorded audio messages informing consumers of local Motorola attractions taking place during the week and special offers on Motorola products.

"MotoTruck Stop & Shop"- Motorola's mobile marketing vehicle will become a fixture on Bay Street's high-consumer traffic area offering a variety of attractions, including live music performances, regular appearances by current NFL players, random prize giveaways, and special one-time-only offers on Motorola accessories and products. The truck will provide one-stop shopping for any fan who's forgotten or lost a phone or accessory. In addition, street teams will be dispatched throughout each day, touting special product offers and allowing consumers to try out the latest in Motorola products, including the popular Moto RAZR V3. Motorola will showcase the new OjoTM Personal Videophone at the truck.

"Write With Light" - Motorola will give consumers the chance to experience its cutting-edge Motoglyph technology, allowing consumers to customize ring tones and wall paper for their Motorola phones in a totally unique way. Consumers enter a small booth in which the Motoglyph technology literally comes to light. Utilizing a digital spray can, consumers write on a virtual graffiti wall creating images, words or their signature. A digital motion-sensitive software captures the writing movements of the consumer, translating the movements into digital tones and melodies. These tones create customized ring tones specific to the consumer's illustration, and the actual illustration itself is captured to create customized wall paper for Motorola phones. The customized tones and wall paper are then accessible to the consumer to download to their own phone at

"The Motorola Venue at the NFL Experience" - Motorola is one of the most prominent sponsor's of the 2005 NFL Experience with an elaborate exhibit that will feature a variety of interactive consumer attractions. More than 120,000 consumers visited Motorola's exhibit at the 2004 NFL Experience in Houston. Here's what consumers can look forward to at the Motorola exhibit in Jacksonville:
• Obstacle-Course: Blindfolded, consumers will wear a Motorola Bluetooth wireless technology headset and navigate their way through an obstacle course, under the direction of a partner who will be providing remote verbal instructions. Consumers will win prizes based on the time it takes them to successfully navigate the course.
• Be a Winner: Fans will be able to suit up for a photo wearing the uniform of their favorite NFL team, and access their photo on-line.
• Two Minute Drill: This attraction will simulate the experience a coach and quarterback have during the play calling process utilizing the same Motorola headsets that are used by coaches during games. Fans will be called upon to read the same, often complex, play names that coaches call during games, against a two-minute timer. Fans that deliver the most correct play names within the given time period will win prizes.

Player Appearances: NFL player appearances will take place randomly during the week prior to the game. Players will be on hand to sign autographs for fans and potentially, try their hand at the interactive games at the Motorola exhibit.

"Marketing On the Move" - In 2005, Motorola is the official sponsor of the Super Bowl transportation center, also located on Bay Street in downtown Jacksonville. The transportation center will prominently feature Motorola signage on and around the venue, as well as on the media buses that will transport media to key locations around the city during Super Bowl week. The Transportation Center is where all working shuttles pick up and drop off visitors.

"ConnectedMoto" - Something that the general public may not experience but more than 3,000 members of the media covering Super Bowl activities and NFL staff certainly will, is the wireless broadband network that Motorola will be providing at a number of key Super Bowl locations including the Media Center at Prime Osborn Convention Center and Alltel Stadium. The wireless network will allow the media to seamlessly report and file stories while covering various Super Bowl related activities. This showcases Motorola's range of end-to-end networking solutions for the home, small business or enterprise.

In addition, Motorola will provide free phone calls to the Media and players making promotional appearances, demonstrating its broadband voice service products and cordless phone solutions.

"MOTOBRIDGE Connects Police" - Something else the general public may not see but which will be very much in use by security and law enforcement staff at Super Bowl locations is Motorola's MOTOBRIDGE(TM) IP interoperable technology. Police and other federal, state and local public safety agencies at the Super Bowl will be able to talk to each other because of the MOTOBRIDGE soft switch technology that allows agencies at any government level to talk with one another regardless of the type of system or frequencies they normally use.

About Motorola
Motorola, Inc. (NYSE:MOT) is a global leader in wireless, broadband and automotive communications technologies that help make life smarter, safer, simpler, synchronized and fun. Sales in 2003 were US$27.1 billion. Motorola creates innovative technological solutions that benefit people at home, at work and on the move. The company also is a progressive corporate citizen dedicated to operating ethically, protecting the environment and supporting the communities in which it does business. For more information, please visit

*No Purchase Necessary, void where prohibited. Must be 18 years of age or older, and a legal resident of Jacksonville, Florida to enter. Sweepstakes begins January 24, 2005, and ends February 2, 2005 (6:59:59 CST) Sweepstakes subject to Official Rules; to obtain a copy of the Official Rules, visit

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Company Contact Information


February 7, 2005

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