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CASE STUDY:
DISNEY MOBILE | MOBILE MAGIC ISSUE: Coyne PR was called in to ring up results for the launch of Disney Mobile, the first-ever comprehensive cell phone service for families. IDEA: Coyne PR recommended that Disney Mobile launch at CTIA, a major technology trade show, to coincide with the timing of other marketing elements, control the story and avoid a leak to media. Coyne PR secured a Day One keynote presentation of the service in front of 4,000 industry leaders, analysts and technology and business media. Prior to the show, Coyne PR dialed-in and secured multiple national advances to run the day of the show to elevate the service’s profile and become the main story of CTIA. In addition, Coyne PR developed a comprehensive strategy to educate key influencers and the investment community on the phone service. IMPACT: The results of the campaign rang clear, with advances in key outlets including The New York Times, The Wall Street Journal, USA Today, Reuters and Bloomberg. More than 100 media outlets attended the press conference at the CTIA show and the team conducted deskside interviews with 25 high-profile media. In the first nine months, Coyne PR collected more than 2,700 Disney Mobile stories, garnering more than 765 million media impressions, including “Live with Regis & Kelly,” “CNN Headline News,” CNBC’s “Power Lunch”, Newsweek, Smart Money, and multiple USA Today stories. |
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Technology Case Studies
