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CASE STUDY:
VERIZON | VOICEWING TAKES FLIGHT ISSUE: Verizon called on Coyne PR to help increase consumer awareness of Verizon VoiceWing, a Voice over Internet Protocol (VoIP) service and extend the media coverage beyond the technology pages to reach a broader consumer audience. IDEA: Coyne PR created a multi-faceted campaign for Verizon. First, to keep Verizon VoiceWing in the minds of editors writing about the VoIP industry, Coyne PR conducted a “what is VoIP?” omnibus survey that found people mistook the emerging technology for everything from a hybrid car to a brand of vodka. The survey confirmed that VoIP was a service that needed further explanation (and more media coverage). To reach the coveted 25-34 year-old male audience, the team created high-profile “Verizon VoiceWing Wing Eating Battles” in bars and restaurants in four cities that created major buzz (averaging 25 local market stories per event). Coyne PR also created a news bureau consisting of media desksides with top tier national outlets such as Time magazine and Men’s Health, targeted media pitches that highlighted key VoiceWing features, as well as trade show support. IMPACT: Coyne PR made Verizon’s voice heard, with more than 100 million media impressions were generated nationwide from 1,100 stories. National media attention included Associated Press, “FOX News Channel” and “CNN Headline News,” as well as coverage in many of the top daily newspapers nationwide. |
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Technology Case Studies
