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Vringo

Situation

Vringo is an honest-to-goodness revolutionary way to communicate with family and friends using video ring tones on a mobile phone. Vringo desired mainstream and trade press coverage during 3GSM, AlwaysOn and Demo. Vringo aimed to drive big dollops of consumer traffic to their site, especially from the sought-after 18 to 36 year old demographic.

Challenge/Opportunity

When RLM launched Vringo, the product was not yet available to the general public. It was an idea that unfortunately did not have a service provider yet either. Vringo was competing with the hundreds of mobile companies targeting consumers…but without an actual product that could be sold.

To raise awareness, RLM developed a clear messaging matrix to communicate Vringo’s value to all audiences. To inform media, and particularly the large-scale mass media that would alert the bloggers of this cool idea, RLM created materials including specialized fact sheets, FAQs and bios—plus a really cool video ringtone multimedia press release—and a video demonstrating how “vringos” work.

From the press interviews during the shows, RLM set up phone demos for reporters who wanted to see how “vringos” worked. These reporters interviewed the CEO, who provided a background of the service. This culminated in a Dow Jones article on how to truly “start a new type of start-up” in 2006.

Results

RLM created story angles to secure the highest level media placements, which included a cover story on USA Today and a wide-running Associated Press placement. Due to RLM’s outreach, Vringo received more than 4.6 million consumer impressions. Coverage included: