iHome was a new line of iPod accessories created by SDI, the respected electronics company behind the popular line of Timex alarm clocks. HighWater Group was asked to create and execute a program that created a positive impact on the iPod community and established the brand as a premier name for quality iPod speaker solutions.

Understanding that the iPod audience included everyone from Apple “cultists” and finicky audiophiles to moms and their kids,  we created a three-tier program designed to grow demand as one tier rolled into the next.  Tier 1 went after the hardcore influencers to establish credibility.  In Tier 2, we amplified those endorsements via social media activities and went after editorial space in larger technology / consumer electronics media.  Tier 3 then overflowed into broad consumer mindshare through customized pitches to national media and smart viral outreach coupled with fun consumer promotions.

Our campaign was wildly successful and resulted in a print reach of over 50 million consumers via more than 70 placements; literally dozens of broadcast hits, and coverage on more than 60 key influencer web sites.  The product finished up as the best-selling iPod accessory of the year, and as a result of that success, we've worked with them to launch dozens of products and establish iHome as a market leader in iPod accessories.

Virgin Gaming is the premiere online destination for skill-based, competitive console video gaming.  As part of its new branding initiative being unveiled at the Electronic Entertainment Expo (E3), HighWater Group (HWG) was asked to create and execute a tactical media relations program that would generate widespread coverage across several key constituencies.  Virgin Gaming needed our campaign to create positive messaging for future business partners, as well as drive consumer traffic and registrations.

Because the Virgin Group is comprised of a diverse mix of global companies, HWG wanted to ensure that there were no misperceptions around the launch of the new gaming entity.  With only six weeks to create and enact a campaign, HWG immediately arranged a multi-city media blitz consisting of personal, one-on-one meetings with key video game media, bloggers and influencers.  It was then followed up by a press conference and company unveiling at E3 with Richard Branson and the Virgin Gaming executives, which drew in significant broadcast coverage.  HWG then arranged product demonstrations and consumer events throughout E3 to capture remaining media and help engage consumers.

The launch of Virgin Gaming was a huge success.  Media coverage was both impressive and positive -- nearly 300 media outlets across North America picked up the story, and over 5.5 million consumer impressions were generated from short-lead print and broadcast hits alone.  Coverage included stories and interviews in USA Today, The New York Times, Los Angeles Times, Forbes, CNN, CBS News, FOX News, Spike TV’s Game Trailers, G4’s X Play, Yahoo and many more.  The result was a dramatic increase in site traffic of over 175%, along with new corporate partnerships and the sentiment of both consumers and industry professionals that Virgin Gaming is leaps and bounds ahead of its competition.

American Idol Talent Challenge is a karaoke machine that allows consumers to sing solo or along with their favorite American Idol. The product was being “soft launched” exclusively at a single retailer well in advance of its national roll-out.  Our challenge was to provide enough hype for the soft launch without shooting ourselves in the foot for the national roll-out. 

For the soft launch, we directly engaged the primary demographic – girls – through social media activities and consumer promotions with online communities, pop culture sites and girls media.  That outreach carried us over to the kick-off of the national campaign which featured more traditional media activities such as a concerted holiday gift guide effort, product review program, and a series of promotional activities.  One of the most effective promos was the securing of on-air giveaways with local TV stations in the cities hosting American Idol auditions.

In all, the campaign resulted in 190 broadcast hits, while print outreach generated awareness with nearly 22 million readers.  Online and viral efforts reached an estimated potential audience of more than 720 million, and the seasonal gift guide outreach helped American Idol Talent Challenge to be tabbed as one of the season’s hottest holiday gifts.