Case Studies.
e-Play, LLC
DVD Kiosk Machines
Situation
e-Play, LLC, was ready to launch the test marketing of its DVD kiosk machines in Columbus, Ohio. The media relations campaign goal was to obtain a placement in a prominent Columbus publication that positively communicated e-Play’s key messages and featured a photograph of one the machines.
Strategy
e-Play felt that young adults and teenagers would be most likely to try the machines, but were conducting test marketing to further understand and define its target audience. Marketing Works identified men 18 to 35 and married women with children as additional targets. For these reasons, we approached the Columbus Dispatch to write a story on e-Play’s launch.
Results
A 750-word feature story ran on the front page of the Columbus Dispatch’s business section on October 31, 2006. The article was favorable, included three graphics, e-Play’s key messages, quotes from three e-Play spokespeople, a complete list of locations and a full description of how to use the machines. The Associated Press picked up the article, and it ran in at least 13 additional outlets. The article helped grow e-Play’s Web presence and resulted in at least three leads for supplier and studio partners.