Retail Goes Mobile

imobile3, a retail technology company, looked to Media Frenzy Global to help launch their new mobile app, PassMarket. With only a few weeks until the NRF Big Show, Media Frenzy Global looked to produce excitement around the launch of the PassMarket app.

Media Frenzy Global was tasked with quickly developing a PR plan to generate buzz around the new app across social and traditional media channels. This outreach was vertical specific targeting retail, tech and business sources.

The Solution

Media Frenzy Global developed a three-pronged plan of attack to drum up attention around the PassMarket app. This encompassed a strategic social media, analyst relations and media relations plan to attract awareness for the launch .

Social Media: Media Frenzy Global curated a full calendar of creative and engaging content to share across imobile3's social platforms. Content included a core educational theme about the capabilities of the new app to drive potential users back to imobile3. Media Frenzy Global identified and built relationships with key tech influencers to help further spread this message before, during and after the conference.

Media Relations: We leveraged relationships with leading retail and technology outlets to expand the reach of the PassMarket app to industry decision makers. This outreach raised awareness for the app by targeting imobile3’s key verticals in fintech, retail and technology.

Analyst Relations: Media Frenzy Global connected imobile3 with tier one analysts such as Forrester and Yankee Group surrounding the NRF conference educating them on the app to then share information to various potential users looking to these research reports for insights. Leveraging imobile3's existing partnerships with brands like Ingenico helped to build these analyst relationships.

Campaign Objectives

Create awareness and educate targeted media and analysts on the PassMarket platform.

Secure on-site media and analyst coverage at NRF surrounding the new app.

The Results

The app was the talk of the conference as both broadcast and print media were lining up to interview key imobile3 executives. There was a buzz about PassMarket that was felt throughout NRF.

As a result of the encompassing PR strategy, imobile3 was able to secure over 40 pieces of coverage around the NRF conference, including interviews with major industry publications like Apple Insider, Retail Touchpoints and Mobile Payments Insider. Media Frenzy Global was also able to garner briefing requests with tier one analyst firms such as Forrester and Yankee Group.

This strategic combination of social, analyst and media outreach led to a successful launch and sparked a positive response from the media. The launch stirred a media frenzy as both industry publications and analysts were fixated on the PassMarket app.


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