Strategy
To pique high-profile media interest, Rainier developed a pitch that emphasized Mutualink’s distinct departure from typical Google Glass applications, which are generally entertainment and convenience-focused. The agency focused on the life-saving possibilities of this technology and depicted realistic examples of how public safety officials could benefit from its use in the field. Rainier pre-pitched the news under embargo to a select group of top-tier business/technology editors with the subject line, “Can Google Glass save your life?”
Results
The resulting coverage far exceeded the client’s expectations, and the campaign achieved its objective of broadening awareness of Mutualink beyond trade media to a much larger audience. Highlights include:
- Nearly 40 unique headlines/articles were published, includingBusinessweek, TechCrunch, Gizmodo, VentureBeat, GigaOm, Fast Company, InformationWeek, PC Magazine, and ZDNet.
- Much of the coverage directly reflected the life-saving angle promoted by Rainier.
- Mutualink’s website traffic increased 10-fold during the week of the announcement, which reduced AdWords per-click costs.
- Increased visibility opened doors for Mutualink with more than 10 major prospective customers.
- Company morale was buoyed, with one employee saying they “hit the fame jackpot” after seeing Mutualink featured on top business and tech news sites.
