Client: Mutualink (Wallingford, CT)
Agency: Rainier Communications (Westborough, MA)
Campaign: Google Glass for Public Safety
Duration: August 7 - August 19, 2014
Mutualink provides a highly secure interoperable communications platform used by clients in multiple industries, including public health and safety, defense, and transportation. AOR Rainier Communications helped the company raise awareness of its new public safety communications related Google Glass application.
“We decided to bring our Google Glass application out of R&D for the APCO show, which is a public safety industry trade event,” says Mutualink's marketing director Beth Clay. “We wanted to make a splash and ensure that we would get not just trade coverage, but also business and technology media coverage.”
To attract the attention of more than just trade media covering the APCO show (August 18 to 21 in Anaheim, CA), the team emphasized the uniqueness of a public safety-related Google Glass application and illustrated its potential with examples of ways in which police officers, firefighters, and EMTs could use it to save lives.
“[Mutualink's application] is a distinct departure from most Google Glass applications, which are generally entertainment and convenience focused,” says Candice Perodeau, senior account manager at Rainier. “This app can potentially save lives, and we wanted to draw attention to that rather than pitch just another Google Glass story.”
Leading business and tech traditional media and blogs were targeted.
Top-tier outlets and APCO attendees were pitched just ahead of the show with the hook "Could Google Glass Save Your Life?"
Mutualink executives gave interviews to business and tech outlets before and after the show and promoted the application in interviews with trade press during the show.
Resulting coverage was posted to Mutualink's website as well as its Facebook, Twitter, and LinkedIn pages.
Clay says visits to Mutualink.net during the week of August 19 were 10 times higher than average weekly traffic. She also reports that the campaign led to interactions with about 10 prospective new clients.
Thirty-eight stories ran in outlets such as BusinessWeek, TechCrunch, Gizmodo, VentureBeat, GigaOm, Fast Company, InformationWeek, PC Magazine, and ZDNet. Perodeau says the majority covered the life-saving angle.
“The campaign exceeded our expectations in terms of the number of placements, the caliber of tech and business outlets covering the story, and the number of prospects [generated],” Clay notes. “And the campaign definitely broadened awareness of Mutualink – it's unique to get such broad coverage because we're in a niche market.”
The team will promote multiple projects this year, including a school safety initiative.