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COOL-ER

Situation

COOL-ERE-readers have been around for nearly a decade, but millions of people have shied away from generations of cumbersome, over-complex and user-unfriendly devices. COOL-ER was the device poised to change this. In a market dominated by big names such as Amazon and Sony, COOL-ER communicated its value and core brand attributes quickly and efficiently to create the “iPod moment” for e-readers.

Strategy and Tactics

RLM positioned Interead and COOL-ER’s CEO and experienced entrepreneur Neil Jones as an advocate for readers everywhere, as well as an expert in the unrealized potential of the e-reading industry. By highlighting COOL-ER’s unique attributes (8 colors, 8 languages, usable worldwide, smaller and lighter), RLM effectively differentiated COOL-ER. As the first e-reader that worked worldwide, RLM’s efforts were for the COOL-ER were global in scope, and as the only e-reader available in multiple colors, RLM positioned it as both an attractive gadget and a popular lifestyle accessory.

To make COOL-ER’s launch as high-profile as possible and generate advance orders, RLM placed stories with notable tech journalists including Walt Mossberg (Wall Street Journal) , David Pogue (New York Times), Chris Nuttal (Financial Times) and David Carnoy (CNET)—among many others. RLM also placed prominent reviews on sites including Engadget, TechCrunch and Gizmodo.

By the time COOL-ER officially launched at BookExpo America, a tangible buzz had built, creating a literal crowd around the BEA booth. COOL-ER buzz was augmented by a vigorous online presence, with RLM creating a Twitter account (www.twitter.com/COOLERebook) that quickly attracted hundreds of followers, actively engaging enthusiasts in e-reading, books and gadgets.

RLM proactively used social media to gather specific feedback, build community engagement and secure additional blog posts about COOL-ER. Beyond the COOL-ER Twitter account, RLM developed Facebook and Flickr profiles to supplement the social media outreach for COOL-ER. Within the first month of a social media presence, RLM secured numerous blog posts about COOL-ER and several thousand linkbacks to COOLERBOOKS.com, CoolReaders.com and other relevant articles and Web sites.

Results

RLM generated tremendous worldwide coverage for COOL-ER in advance of and throughout its global launch, including feature stories in the Financial Times, USA Today and WIRED.

The initial coverage of COOL-ER reached more than 1,023,037,300 people. COOL-ER has been featured in numerous outlets, including: