As a small technology company, CodeWeavers was confronted with the challenge of finding a creative way to drive trials and create awareness of its software among new users and key influencers, all while working within a very limited budget.
The company enlisted Haberman & Associates to craft a campaign focused on relevancy and value.
To build on the hype around the 2008 election, the team decided a president-focused campaign would be relevant, attract interest, and create buzz, says Fred Haberman, CEO of Haberman.
The push focused on spreading the word that the software would be available for free on CodeWeavers.com for a period of 24 hours if former President George W. Bush met one of five economic and political goals (lowering gas prices, rejuvenating the housing market, etc.) during the final months of his term. The product eventually became free after gas prices lowered.
The team pitched print, online, and broadcast journalists around the US, in beats including politics, tech, business, and local news. Alex Seitz, account manager at Haberman, says the most influential media placement was an article in the Minneapolis Star Tribune, which was one of the papers' most read articles that week. “It really set off interest,” he adds.
The campaign was more successful than the team expected, and resulted in 650,000 downloads of the software. This increased CodeWeavers' customer base by 400%. Jeremy White, CEO of CodeWeavers, says the teams' ability to leverage the Internet allowed it to spread awareness of its product among people they otherwise wouldn't have been able to.
Haberman is still working on efforts for CodeWeavers.
PR team: CodeWeavers (St. Paul, MN) and Haberman & Associates (Minneapolis, MN)
Campaign: Lame Duck Challenge
Duration: July-October 2008