Generating Awareness For A New Technology Launch / Publicity / Photoco

Photoco created an entirely new portable multimedia platform, miBook, which needed credibility and broad consumer awareness.  Rothschild positioned miBook's branded content and device as “books.”  Thus, in the eyes of the media we were not seeking tech reviews where products are based on their functionality.  Instead, we pursued coverage with journalists who specialized in vertical topics (i.e. gardening, home editors,) and book reviewers.  

Results:

•Wire services: AP
•Newspaper chains: The Tribune companies, The Times Companies
•Independent TV
•Network TV: The Today Show
•Blogs: Huffington Post, cNet, Gizmodo
•Publicity reprinted for use as sales collateral 
•Generated demand for a new found product

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