A better understanding of the product's potential emotional relevance and underutilized assets transformed a conventional 'faster/cheaper' proposition into a high-margin lifestyle sensation... and the most cost-efficient launch in Verizon's history. 15% of the total launch market population attended the culmination of an immersive brand experience powered by an unprecedented, no-cost collaboration between Verizon, Apple, Alienware, Underground Online, and local government and influencers.