Challenge:
Following the highly successful launch of the Slingbox Classic into the UK in 2006, there had been much anticipation and speculation surrounding the next generation of Sling Media products - Slingbox PRO and Slingbox SOLO.
In September 2007 AxiCom’s consumer technology team was tasked with launching these exciting new products into the UK market. The main challenge for the team was to create as much excitement and buzz with the new generation of products as had been achieved with the Slingbox Classic. In addition, the launch campaign needed to support the efforts of the retail sales channel in the run-up to Christmas.
Actions:
AxiCom worked closely with the media to educate them on the new features offered by the Slingbox PRO and Slingbox SOLO and showed how these products would become an essential part of the digital lifestyle.
Major activities included:
• Seeding photography units of the products with major publications in the 12 weeks prior to launch to ensure that long lead times could be met
• Pre-launch press tour conducted with consumer technology, lifestyle and social media designed to help drive news coverage
• Launch release and informal launch party arranged
• A celebrity VIP programme was put in place to get the new products into the homes of well known personalities. Outreach was made to key industry figures and celebrities including sports personalities, Musicians, actors and radio DJs. The uptake was incredible and this activity proved to be a huge success
Results:
The launch served not only to raise awareness but to drive sales. Following the launch it immediately became clear that Sling Media had won the hearts and minds of the press all over again.
Below is just a snapshot of some of the results achieved by the AxiCom consumer technology team:
• Over 200 pieces of media coverage, with a reach of more than 5 million, have appeared since the launch of Sling Media’s next generation of new products, the Slingbox PRO and the Slingbox SOLO
• Extensive online, print, broadcast and blog coverage across all media types including national, broadsheet, tabloid newspapers, radio and lifestyle media
• The new products have received many glowing reviews, with 5 star awards given by a number of high profile publications
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