By Patrick Avenell
SYDNEY: Following on from their MotoMusic promotion, Motorola has announced another cross-brand promotion in an effort to raise sales of their RAZR handsets. The MOTORAZR2 V9 Ferrari is branded with the official Ferrari stallion device and features backlighting in the deep red colour that adorns the livery of Ferrari’s Formula One cars.
When asked what this means in terms of functionality, a Motorola spokesman said that the handset features exclusive Ferrari content, including wallpaper and ringtones. In terms of legally sanctioned and approved Ferrari content, this is true. However, pirated Ferrari mobile content is freely available on the Internet.
The handset is only available through Optus; with $0 upfront and a 24-month $49 cap contract, for a total minimum cost of $1,176. Non-Ferrari features include audio-enhancing CrystalTalk technology, large external and internal screens and 3G technology.
This co-operation between Motorola and a well-known label from a differentiated industry is representative of a growing marketing agenda. In late May, Motorola announced a joint-venture music portal with the Australian music industry, which built on their long-standing sponsorship of ARIA.
The Motorola spokesman said that there were no plans in the next six months to release any more phones branded with a sporting team or famous brand name. That said, Motorola’s varied and expansive sponsorship portfolio will make some fans excited about future possibilities.
Motorola recently released quotations from Geelong Football Club coach Mark Thompson, in which the premiership coach spoke highly of their association. Although Motorola are not listed as an official sponsor, there clearly is a relationship between the pair. Other sponsorship deals include American auto racing teams, various fashion weeks and women police officers.