More than just a smart remote app? Building buzz and momentum
Peel wanted to be seen as a thought leader in smart technology for TV and entertainment, and position itself as the future gateway to home control.
Results exceeded expectations with premium tier coverage in the Wall Street Journal, re/code, TechCrunch, Forbes, VentureBeat, Variety and more. Leveraged a significant investment from Alibaba to deliver significant media coverage, including CEO TV interviews with FOX Business and CNBC. With the ongoing speaker program, not only was a coveted keynote spot secured during Mobile World Congress, but Peel also won for “Best Mobile Photo, Art, Video or TV App” during the Connected Life Awards at the show. The successful program also supported the rapid growth around the world, increasing users from around 50 million at the start of the program to more than 150 million at its end.
Through an intensive and creative media relations program, we significantly raised Peel’s profile as a universal smart remote, educating both Android and iOS users as well as the VC and tech influencer community. Ongoing proactive pitching and issues hijacking kept Peel at the forefront of television, online and traditional print media on a near daily basis. The agency also established a regular cadence for a reviewers program and initiated several surveys and consumer polls around seasonal milestones to keep our finger on the pulse of consumer behavior and sharing these insights with key media.