This hot new brand was built from the ground up and based on new "wearable technology." The initial offering was a 2-way wristwatch communicator. Successful P.R., trade advertising and direct response jump-started sales. Brand extensions came rapidly as did the need for package design, point-of-sale, consumer print and broadcast.
The 3-pronged Go To Market campaign to get a new product on the shelves of major retailers for back-to-school:
Public Relations: Award show gift bags, trade press, taste makers (TODAY show, Entertainment Tonight, etc...), trade shows, guerrilla marketing (in store and at events like the Xgames)
Consumer Campaign: Print, outdoor, online, direct mail and catalog
B2B: Direct response aimed at the buyers at Wal-Mart, Target and Best Buy
P.R. Hits Video
Brand Intro Email
|
