Situation: fix8, a division of Mobinex, LLC tasked SZPR with a complete product launch of a little-known technology that allows IM users to create customized avatars and animated video using webcams. Its main objective was to introduce the product to consumers and drive its free download offering online. Their initial target market was heavy Internet users age 25 and under who use Instant Messenger, AIM, Skype etc. to communicate to colleagues or friends. SZPR determined a viral and interactive online campaign was necessary to reach their target audience and accomplish their download goals. The plan incorporated key data from research based on how to penetrate tech savvy, youthful Internet users by studying habits of this demographic. They had to overcome the obstacle that no one would be looking for this technology online so education and demos would be crucial. The integrated plan employed the use of social networking sites, tech blogs, creative demonstrations at tradeshows, traditional media outreach and analyst relations to blitz the market and drive traffic to the website.
Strategy: SZPR provided detailed recommendations for the improvement of the fix8 site, software and download process as well as web developer referrals to expedite the remodel so that it was ready to publicize. SZPR determined that the fix8 target market frequently visits sites such as MySpace, Facebook, Technorati, Bebo, BlackPlanet, Classmates, Cyworld, eCrush, Friendster, LavaLife, MSN, Tagged, Twitter, Xanga, Yahoo!, YouTube, 606Tech, Blogburst Network, BlogoWogo, BusinessWeek’s Tech Beat, CenterNetworks, Darla Mack, Business 2.0’s Dawn Patrol, GigaOm, Gizmodo, Mashable Social Networking News, ReadWriteWeb, Red Herring’s Internet & Media, Rojo, Techquila Shots, Business 2.0’s ThirdScreen, Wired’s GadgetLab and GameLife, and ZDNet’s Office Automation. As a result the campaign was build around targeting these outlets.
SZPR developed an integrated communications plan for fix8 based on company goals, target audience and the aforementioned research. Key priorities for fix8 included brand building, leadership positioning, executive visibility, strategic news, and promotion of the company’s free download. Tactics included:
Viral campaigns to syndicated bloggers, consumer review sites, free download sites, video sharing sites and social networking page development and cross-promotions.
Development of social networking pages on MySpace, Facebook and others to reach fix8’s target markets. Social pages were used to share the latest news, videos and coverage to validate fix8’s offering, and invite their rapidly-increasing friends’ groups to share the software, participate in top software reviews, and comment on blogs to achieve maximum viral impact.
Media outreach to blogs and free download/product review sites were important for fix8 to tap its core audience of technology, video creation and UGC enthusiasts. Such communities are critical to the viral marketing of fix8 in that members pride themselves on knowing about new technology first and are fiercely loyal in reviewing and sharing new technology that is critical to viral marketing efforts.
Development of an educational video pushed to media, bloggers and analysts to introduce and illustrate the technology.
A calendar of all upcoming news/shows and provided recommendations for crafting strategic news, prioritizing campaigns to complement business development efforts. With the schedule in place, SZPR has set a strategic course for fix8 where each release points to a key trend and the achievement of major milestones. The first tradeshow was MIPTV.
Results: Through strategic research, planning and execution of integrated press and viral marketing campaigns, SZPR has significantly increased the company’s exposure, leadership positioning and software downloads.
By leveraging relationships with top bloggers, the SZPR team has achieved “wire like” syndication of fix8 reviews and news stories to reach key target markets and map our efforts directly back to business development. Positive coverage from such respected bloggers has quickly gained attention, acceptance and validation of fix8 among a typically fickle (and difficult to reach) teen/college market.
We have built tremendous momentum for fix8 in just a few months from April-July 2007. We have secured 260 news clips in just four months. That is $1,388,258 in ad dollars, 85,215,532 in web traffic and 213,038,830 in total readership, and those numbers do not include many sites, which do not disclose ad rates, circulation numbers.
In March 2007, unique U.S.-based website visitors numbered 554. When SZPR joined fix8 in April, we more than doubled that number, growing unique visitors to 1,268. In May alone, we grew that number to 23,810. In June, it grew to 36,327. From July 1-18, that number grew again to 46,324. This month’s U.S. downloads (from July 1-18 alone) were 2,922 (162 daily). None of the aforementioned numbers include Asia-based unique visitors, which were 17,133 and downloads from July 1-18 were 3,745 (208 daily).
Our targeted campaigns have also been instrumental in securing key partnerships for fix8. The company now offers SZPR’s full support in promoting partnership announcements in order to sweeten deals, and secure targeted agreements more quickly.
• Dreyer's Ice Cream
• Mission Playground
• Fix8
• S.D. Restaurant Week
• Hilton Hotels
• Ignify
• Keep A Breast
