Tagged as a "soapbox for the online masses," Friction.tv lets users pontificate on everything from politics to pop culture.
The UK-based site launched earlier this year and has garnered more than a half-million unique visits, says Andy West, Friction.tv's CMO. The company is now hoping to raise its awareness and generate more content contributions in the US.
Idea: The core strategy in the US is reaching out to early adopters, including bloggers, vloggers, journalists, and PR pros. Another priority is emphasizing how the site differs from other user-generated platforms, such as You Tube, where users can upload numerous video responses to all of the content posted on its site. Friction.tv will attempt to market to a more sophisticated user. "You can't engage in meaningful debate on YouTube," says Claudia Carasso, EVP at Cohn & Wolfe. Organizations looking to build a Web presence, college students, and traditional media organizations were also targeted. "We're not looking at it from an ideological perspective," she notes. "We're looking at it from a capabilities perspective."
Tools: The company sponsored a NewTeeVee Pier Screening in San Francisco that was themed "citizen news." GigaOmni Media hosted the event, catering to social media developers, content providers, technology bloggers, and investors. Friction.tv promoted itself on the event's materials and Web site, and gave a demo and pitch during the screening. "It was a way to connect with the US community," Carasso adds.
Measurement: The company will measure its success based on increased Web traffic, content posts, and social media presence.
Campaign: Launch to US content contributors
PR Team: Cohn & Wolfe (San Francisco)
Other marketing: Media partnerships, advertising, branded debates, content syndication
Launch: August 26