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CASE STUDY:
CASIO | EX-F1 LAUNCH ISSUE: Casio’s digital imaging division developed a new category of camera for consumers, the EX-F1, that shoots an amazing 60 frames per second (versus one to five frames for traditional cameras) and 1,200 frames in movie mode. The company challenged Coyne PR to convince the online media, who are typically more critical of new technology, that high-speed photography was not a gimmick, but instead the new frontier in the digital photography landscape. IDEA: The Casio and Coyne PR team organized a press conference the day prior to the opening of the Consumer Electronics Show (CES), attended by more than 300 members of the media, including 150 technology and gadget bloggers. During the press conference a video was shown highlighting the camera’s capabilities. Coyne persuaded Casio management to provide the video for the media so that it could be posted online. When the camera was available for review in April, technology Web sites and blogs took precedence over traditional media when it came to review units. Coyne held deskside interviews with some of the most influential technology bloggers and made sure they walked away with a camera to review for themselves. IMPACT: The EX-F1 launch generated 389 stories and more than 163 million media impressions. The camera became a favorite of the popular technology blog Gizmodo, where the editor referred to it as a “beautiful and one-of-a-kind invention.” The site posted several videos taken with the camera which received hundreds of thousands of views. One of these videos was recently referenced in a review of the camera in Esquire magazine. The video from CES was posted on YouTube by Engadget and has been viewed more than 114,000 times to date. The online media raved about the EX-F1. A blogger at InfoSyncWorld.com remarked “This was the first product I’ve ever reviewed that had me saying ‘wow’ within the first five minutes of opening the box.” DigitalCameraInfo.com posted a review of the camera calling it “Unquestionably the most futuristic camera of 2008.” Reviews such as these led to calls from print media who read about the camera and wanted to test it out for themselves. Almost a year later, there is a waiting list to review the EX-F1. |
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Social Media Case Studies
