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CASE STUDY:
CASIO PRIVIA PX-130 AND PX-330 DIGITAL PIANOS ISSUE: Casio America’s Electronic Musical Instruments Division looked to Coyne PR to hit the right note to generate buzz and excitement around the launch of two of the division’s newest digital pianos – the PX-130 and PX-330. IDEA: In less than a month, Coyne PR collaborated with its internal design team, the Coyne Digital Studio, to develop a social media press release (SMPR) and viral video to bring the Casio products to life. The SMPR was a one-stop shop of information, including product features and specifications, high-resolution images and quotes from Casio’s divisional leaders. In addition to the SMPR, Coyne recommended creating a viral video podcast on the new digital pianos. It has often been difficult to convey the quality of Casio’s EMI products to media in a press release, but with the video podcast, media would be able to make an accurate and fair assessment of the new digital piano without actually having to physically review it themselves. The podcast not only brought to life the piano’s key features and functions to viewers, but also demonstrated the piano’s great sound quality. Coyne Digital created a four-minute video and uploaded it to several video sharing sites including YouTube, Yahoo! Videos and MetaCafe for media and consumers to view.
Since its release on the Web, the Privia video podcast has generated over 33,000 views across three video-sharing sites and an average of five-out-of-five star rating. Specifically, the YouTube video post has generated over60 comments from viewers excited about the new digital piano. |
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Social Media Case Studies
