What We Did

• Consumer media relations
• Broadcast media relations
• Online and digital communications
• Media promotions
• Event marketing, stunts and launches
• Cause-related and community-based marketing
• Consumer research, diagnostics and trend tapping

Strategy

Waggener Edstrom’s Consumer Marketing Group initially targeted a very select group of analysts for pre-briefings several months before CES. We also worked hard to integrate with the Microsoft Vista team, Bill Gates CES keynote writers, and hardware partner HP to ensure that Windows Home Server was prominently mentioned and integrated. We refused to comment about speculation from the blogosphere about the product prior to CES. Then arranged in-person briefings with top tier media at the show.