PR Team: Brodeur Worldwide
Campaign: Illegal ring-tones cost the music industry around dollars 1m a
Timescale: April - May
Estimated Budget: pounds 8,000
Cambridge-based company Envisional uses top-notch search engine
technology to uncover intellectual property abuses on the internet.
To create a news hook that would promote Envisional's software
Strategy and Plan
In-house research at Envisional discovered that there are more than
1,400 websites that make mobile phone ring-tones available via the net.
The challenge facing Brodeur was how to turn this into a newsworthy
Members of the analyst community confirmed that most of these sites
operated illegally and that each downloaded ring-tone was worth around 8
cents (5 pence).
Envisional's technology also showed that a single site could generate as
many as 30,000 downloads of each ring-tone. The final figure was a
whacking dollars 1m per day lost in royalty fees. Record companies, who
had already approached Envisional asking them to investigate the scale
of the problem, gave the story extra weight.
Selected broadcast and national media were briefed on these findings
and, using the viral nature of news transmission, the story reached
other media, in the UK and abroad.
Measurement and Evaluation
BBC TV Breakfast news and The Financial Times ran the story on the
morning of the release alongside live interviews with Radio Five Live,
London Live and CNN.
Print coverage included, The Daily Mail, The Daily Telegraph and The
Independent. Substantial regional coverage was achieved via PA and
several newswires also ran the story, spreading as far as NBC's Today
programme and to newspapers in Kuala Lumpur and Sydney.
The campaign demonstrates the power of viral marketing. Envisional CEO
Brian Earle said afterwards that coverage was so extensive that
'everybody seems to have heard, read or seen at least one piece both
here and in the US.'