What We Did
- Consumer media relations
- Broadcast media relations
- Online and digital communications
- Media promotions from national print to local radio
- Event marketing, stunts and launches
- Cause-related and community-based marketing
- Consumer research, diagnostics and trend tapping
- Viral and guerilla activity
- Experiential and Lifestyle marketing programs
- Product integration, product placement and branded entertainment
- Brand extensions
Microsoft: Spot (Smart Personal Objects Technology)
2007 marked the fifth anniversary of the
original SPOT announcement, and interest in the
technology and its original vision had waned.
With new partners and new applications of the
technology, there was renewed opportunity to
raise awareness and show progress.
Strategy
We determined that CES was the best venue to fully align the
partnerships and product pipeline of Salton, OSI, and Garmin with
Microsoft. Key to the overall programs was our ability to successfully
turn a series of highly targeted briefings with select media and
bloggers at the show into positive coverage and mentions.
Result
Considering the minimalist nature of our outreach, we were able to
secure 26 articles, 9 blog postings and 17 reposts for a total of 52
mentions from CES activity alone.
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