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CASE STUDY:
VTECH | DIALING UP AWARENESS ISSUE: VTech was looking to dial up awareness of its new products among both editors and consumers. IDEA: Coyne PR leveraged the technologically advanced key features of VTech phones to create an aggressive “A to Z” news bureau initiative to keep VTech visible year-round. The campaign targeted consumer technology editors, writers and reporters to reach a broad, nationwide consumer audience. Additionally, Coyne PR marketed the VTech VMix model as a teen-specific phone, highlighting the customizable colors, ringtones and technology, and positioning the house phone as a ‘must-have’ for consumers. The VMix was also used as a prize for teen-specific giveaways on Nickelodeon and teen magazines and Coyne also supported the brand at CES and through multiple product launches. IMPACT: The results came through loud and clear with more than 180 million media impressions generated throughout the year. Print coverage appeared in the top consumer publications, such as The Wall Street Journal, Time, US News & World Report, Washington Post, Fortune, FHM and Cosmo Girl! Hilary Duff highlighted the phone as ‘something she can’t live without’ on the cover of Tiger Beat magazine. More than 90 local broadcast segments aired and national broadcast segments included, the TV Guide Channel and Nickelodeon’s “U-Pick Live” and “Slime Time Live.” |
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Technology Case Studies
