Wireless is a 155 billion dollar industry. Plainly speaking, it dwarfs most American industries in size. Smartphones, the most profitable and advanced component of the industry, were largely dominated by a few players. The ascendency of the iPhone crushed most would-be competitors. The Droid X campaign was created to extend the momentum of the Droid franchise. Created from the ground up one year earlier, Droid mounted a significant challenge while popularizing google’s (then) little-known Android operation system. We had created the robot mythology as a metaphor for personal power. For the launch of Droid X, blending man and machine seemed the next logical step in advancing the promise of the brand. Putting it modesty, it worked. The Droid X sold out on day 1. Helping to catapult Android shipments a staggering 900%. Android phones sold faster than they could be built. Motorola, the manufacturer of Droid X, reported shipping a million phones a week. Droid X was named the #1 hottest brand of 2010 after being named hottest gadget in 2009 by both Engadget and Time Magazine.