We showed people just how much they needed the first phone with a shatterproof screen by tempting them to drop their phones and sacrifice their screens for cool stuff.

We partnered with popular tastemaker retailer WhatDropsNow.com to create Drop Sales, a special curated collection of limited-edition products that could only be unlocked by dropping your phone. We convinced the publisher to modify the code on What Drops Now so that the products could only be unlocked on impact, creating an instant live product demo for every person who visited. Drop Sales was live on all handsets, but without the shatterproof screen of the DROID Turbo 2, you’d pay the extra price of a shattered screen.

We created a limited-edition collection that would appeal to the style seekers in the What Drops Now audience in partnership with WhatDropsNow.com and locked the collection. The only way to unlock the collection was to drop your phone. While the activation worked across all phones, we wanted to let owners of the DROID Turbo 2 enjoy the benefits of a shatterproof display and leave non-DROID Turbo 2 owners wondering whether to shatter their screens to unlock the sale. The way we achieved this on the publisher’s site was within the partnership: We convinced What Drops Now to let us modify their code to allow the accelerometer to detect when a phone is dropped, triggering the sale to unlock. The activation was live for three months, raising awareness of our shatterproof screen.

• 21 percent of people who visited the page dared to drop their phones to unlock the collection

• 41 percent of people who unlocked the collection clicked through to purchase

• Drop Sales left 79 percent of the visitors too scared to risk a shattered screen