NEW YORK: JuiceCaster has hired 5W PR as its AOR to raise consumer awareness about its mobile social networking platform.The six-figure account is a one-year agreement, according to Ronn Torossian, 5W’s CEO.
The company selected 5W after reviewing bids from five agencies, said Michael Lieberman, VP of marketing at JuiceCaster. 5W showed it best understood and could connect with JuiceCaster’s target audience, he added.
The effort will include media relations, online marketing and consumer entertainment components, Torossian noted.
“We have a very targeted, strategic, focused plan that we are going to implement very quickly,” he added.
Lieberman said the awareness campaign is underway and will be evaluated by the new users, site traffic, and content downloads it generates. He said JuiceCaster plans a long-term partnership with 5W.
In addition to regular media channels, outreach will include a viral marketing campaign that allows users to try the device and then tell others about it, Lieberman said. “The overall message is that your online life doesn’t have to different from your life.”
A challenge facing the campaign is getting users to experience the device and not just hear about it, he added.
In February JuiceCaster named Lewis PR as its AOR.
“I thought Lewis did a good job for us, but we did switch what our overall strategy was and 5W PR fit that new overall strategy,” Lieberman said. He added that Lewis led an industry-focused campaign that targeted wireless carriers and media, but the company now wants to do more consumer outreach. Lewis declined to comment by press time.