`
Droid X was our second major launch of the franchise. We sold out on day one.
Droid's most devoted fans were tech nerds. Even the tiniest easter egg would be discovered within hours. In "NEVER MISS" we embedded a reflection in the eye. It appears for only a fraction of a second. That was enough.
The code lead to a unique Twitter feed. We released cryptic geographical clues. Fans rushed to the sites to find hidden Droid X devices. We captured the mad rush on camera. Then pushed that out as content. Eventually the locations would form an "X" across the country.
In the launch TVC. we hid a code in the distortion pattern of the logo transition (below)
On the site, there was a place to plug it in. This unlocked a transcription of the last known communications
between the lost team (below):