We turned fear into fun to create a huge social phenomenon online as Chinese consumers expressed their own creativity. Intelligent writing on the A732 is about self-expression and liberating the user’s own creativity. We sparked a massive explosion of participation. Everyone was playing the Thumb Boy game, using the BBS special painting function, sending Thumb Boy e-cards and posting their painted thumbs to our special website to receive the public vote.

1.10,044,969 visits to the Motorola A732 website (a record in China)2.89 million Thumb Boy e-cards sent.3.Sales targets smashed – 100,000 units sold in Q4 and sold out.4.Motorola market share in China doubled from 11% to 23% in 12 months.