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Meade Instrument’s mySKY Product Launch
SITUATION
Meade Instruments, a leader in the design and manufacture of telescopes, was set to launch an exciting new product: a handheld gadget that provided a multimedia guide to space exploration called mySKY. Although mySKY was the first product of its kind to feature sound and video on a full color LCD screen, a similar product launched the year before by a competitor had already received positive reviews across the vast media landscape. With this, Westbound Communications was tasked with publicizing the product launch of and building positive press around mySKY.
IMPLEMENTATION
Our team invited influential editors and reporters to a summer media tour in the country’s number one media market: New York City. A dozen national outlets got a sneak peek at mySKY and its one-of-a-kind features, which the competition lacked. This helped build significant buzz. However, due to unexpected delays in sample units, we were faced with the challenge of maintaining reporter interest from the time they first experienced mySKY on the media tour to the time we could get actual units in their hands – more than four months later. With constant and honest communication with the waiting media, we not only held media interest through four months of product delays, but we also secured glowing reviews for mySKY when the product was finally available.
RESULTS
Media relations for mySKY resulted in over 20 millions of total impressions. Hits ranged from holiday gift guides on “Good Morning America” to praise in Associated Press, The New York Times, The Los Angeles Times, The Chicago Tribune, Women’s Health and Popular Science (many with a favorable comparison against the competitor’s product). These impressions have helped boost mySKY sales exponentially, establishing that mySKY is not just another tech gadget fad, but a formidable competitor that’s here to stay.
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