LOS ANGELES: Juice Wireless has selected Lewis PR as AOR for its flagship product-JuiceCaster, a mobile social networking platform. Lewis won the six-figure account in a competitive pitch.
Nick Desai, chairman and founder of Juice Wireless, said Lewis will focus on consumer media outreach.
"We want the human interest stories that say this is a creative way you can use this free technology in your own life," he said. "There are a lot of different ways content sharing can be valuable to people."
Desai added that while the 18-34 demographic is an obvious target of Lewis' outreach, the agency will also try to reach other relevant audiences such as new moms, those planning weddings, and political campaigns.
"The media that is relevant for this product is so broad, we want to make sure we tailor the messages," said Andy Oliver, VP at Lewis.
The agency helped Juice Wireless launch the latest version of the product at the Consumer Electronics Show last month.
Other agencies vying for the account included Expansion Plus, The Horn Group, Peppercom, Trylon SMR, and Zeno Group.