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In our work with Western Digital (WD), a global leader in the development and manufacture of hard drives and solid state drives for internal, external, portable and shared storage applications, we sought to raise awareness for the company’s relatively new entry into the consumer electronics market.  We designed a campaign to both take advantage of the company’s presence at CES as well as increase activity on the company’s Facebook page. The team created and hosted a CES blogger event to promote WD’s Digital Ambush promotion, and winners will be announced today. We used the star of our video, G4’s “Attack of the Show” host Kevin Pereira, to create an event to both demonstrate the WD products as well as to hype the promotion.

We invited bloggers focusing on home entertainment and received a strong reply and resulting attendance. The informal event included an introduction and overview by Dale Pistilli, WD vice president of marketing, branded products group, and commentary from Kevin Pereira, plus a viewing of the video of Kevin launching a Digital Ambush on his friends. We also conducted a giveaway of WD products, both in the room and via Twitter, with questions based on both product knowledge and the video we had just shown.

Our client was very pleased with coverage and blogger enthusiasm both for the product and the opportunity to interact with Kevin in person.

We are thrilled with the positive response and enthusiasm we received from the attending bloggers and we are extending the coverage further with our celebrity commenting on his own Facebook page and regular Tweets on the contest.  Banners touting the contest reside on the WD website and online store, plus an ad buy to further drive traffic.  One of the goals of the campaign is to increase activity on the WD Facebook page.   To date, Facebook likes are up 783%, monthly active users increased by 938% and post views are up 1,597%.

The entire promotion was a team effort that incorporated expertise from across the IPG family. We worked with Octagon First Call to secure Kevin Pereira and ensure his successful participation at the event. Octagon provided support in getting Kevin to the event and making sure we had the elements necessary (headshots, scheduling, etc.) to successfully promote Kevin’s role in the Digital Ambush promotion and blogger event.   Weber Shandwick’s digital video team worked with us to create three videos around the Digital Ambush concept.  We also have an additional video in the works in conjunction with WD and Best Buy for after the winners are announced on February 1st.

We are excited about the campaign’s success and next we are outing together additional ideas to extend the campaign further into 2011!


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