Continuing to expand our brief with global tech innovator Binatone Global, we were tasked with launching a brand new range – VerveLife by Motorola, which includes three stylish models of true wireless earbuds.
Launching across multiple platforms, we tapped into the tech-led market and created a suite of digital content designed with the active consumer in mind.
Kicking off the global launch, we staged an event simultaneously with a partnered New York agency. Escape games were all the rage, so we created our own that showed off VerveLife’s capabilities and enabled users to play with the products to make their escape!
Working closely with a games designer, we created a one-off game scenario that would see the Startisans venue in Covent Garden, London transformed into a festival escape game. We also recruited well-known tech personality Nikki Dean to front the event throughout the day.
We then promoted the launch via social media and personally invited a selection influential tech and fitness journalists and bloggers along. Here, for one day only, we would be showcasing the complete range, offering product demo’s and putting them through their skills with our escape game. What’s more, we were also able to set up media briefings and product drops for key influencers that were unable to attend.
Across the day, we hosted 18 journalists and bloggers, securing coverage across 27 major media titles, including CNET UK, Stuff and Pocket Lint. We set up meetings with The Guardian, WIRED and Men’s Health and, through coverage and social media activity, generated an audience reach of over 37 million gaining nearly 100 new social followers.
On the day, we also produced four professional videos, alongside photography for future multi-media purposes. Since the launch itself, we’ve achieved over 140 items of coverage and continue work supporting the brand.