• Brandweek, Wednesday, December 16, 2009 10:31 AM

Verizon Wireless has taken over four vacant stores in San Francisco, Phoenix and Los Angeles, where more than 800 pedestrians a day are playing the Droid Game as thousands look on.

It's all part of marketing for the launch of the Droid smartphone. The interactive events take place daily through Dec. 27. Using hand gestures, pedestrians control the robotic arms of the Droid with their hands to collect as many falling Droid Apps as they can in 30 seconds. Players compete with other players. They are also prompted to enter an e-mail address to receive information about the new Droid phone.

"The Droid Phone combines some of the most state of-the-art technology ever offered by a smartphone, so it made sense to ensure that the interactive storefront offered a one-of-a-kind technology experience," Joshua Cohen, president of Pearl Media, which worked with Zenithmedia to plan and execute the campaign, tells Katy Bachman.

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