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September 2007 - Strategy Magazine
Upfront

Pick from abroad: Motorola's krumping crew

by Annette Bourdeau
page 8

Motorola's fictional krumping crew, The Wirebreakers, ambush unsuspecting golfers, tennis players and cheerleaders with moves from the highly energetic dance, and the resulting video antics have been seeded on sites like YouTube and MySpace.

The Wirebreakers aim to demonstrate the freedom from getting tangled in earbud wires that the new MotoROKR wireless Bluetooth stereo headphones allow. One video features a limber male krumper going nuts in a library, complete with a 360-degree flip. A YouTube posting of it, called "360 Flip in Library," had been viewed almost 200,000 times by mid-August.

The effort, also seen at wirebreakers.com, is the work of London agencies The Cake Group and The Viral Factory.

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