Smashing Expectations in Gadget Insurance

Overview

SquareTrade teamed up with MMA fighter Luke Rockhold to test the durability of the iPhone 6s and 6s Plus, generating over 300,000 views and earning coverage from outlets like Forbes, Yahoo, and TMZ.

Challenge

Position SquareTrade as the ultimate authority in device protection by showcasing the durability of an iPhone.

Strategy & Execution

  1. Execute a High-Impact Durability Test – Partner with MMA fighter Luke Rockhold to put an iPhone through extreme durability challenges, demonstrating its strength and the necessity of SquareTrade’s protection plans.

  2. Leverage Luke Rockhold’s Brand & Expertise – Utilize his reputation for power and resilience to create compelling content that aligns with SquareTrade’s messaging on device protection.

  3. Develop Engaging Multimedia Content – Capture high-energy video footage and social media content showcasing the durability test, ensuring it is visually striking and shareable.

  4. Drive Awareness & Engagement – Distribute content across social media channels, influencer Twitter/X takeover, and digital platforms to generate buzz, increase brand visibility, and spark conversations around device protection.

  5. Reinforce SquareTrade’s Value Proposition – Highlight the importance of protection plans by emphasizing real-world scenarios where devices face extreme conditions, strengthening consumer trust and purchase consideration.

Results & Conclusion

By combining dynamic storytelling, an unexpected celebrity partnership, and practical consumer insights, this campaign reinforced SquareTrade’s innovative spirit while bringing excitement and relevance to an otherwise dry category.

The campaign successfully generated widespread engagement and reached millions across social media, driving brand awareness and reinforcing consumer trust. Video views, shares, and collaboration in an otherwise unrelated industry (MMA fighting/Sports) significantly boosted visibility, while consumer sentiment highlighted increased confidence (+24%) in SquareTrade’s ability to protect devices under extreme conditions.