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Case Study 8: Establish Product Awareness in Mainstream Media and Differentiate the Product from Existing Competitors

Objective
Secure mainstream media coverage for ZAGG Inc’s invisibleSHIELD, a polyurethane film that provides scratch-proof protection for handheld gadgets.

Challenge
The product’s initial publicity relied primarily on strong word-of-mouth from an Internet community of tech-savvy consumers. Our challenge was to introduce the product to mainstream media and position invisibleSHIELD as a must-have protection solution for all audience demographics and distinguish it from the saturated market of screen protectors and bulky body cases.

Solution
Alpaytac created marketing messaging that positioned the product as the first impenetrable defense for electronics. In highlighting the product’s unique military-grade technology, its capabilities as a full-body gadget protector and it’s availability for over 1,500 devices, Alpaytac was able to successfully differentiate invisibleSHIELD from its many competitors. Alpaytac also implemented several targeted strategies, including a holiday gift guide outreach and a comprehensive public relations campaign for ZAGG’s debut as a Consumer Electronics Show exhibitor. In just six months, Alpaytac has secured over 75,000,000 impressions with features in media outlets like CNN American Morning, The Chicago Tribune, PCworld.com, CW Now, Orbitz.com and more.

Services
Strategic Public Relations
Brand Development
Brand positioning
Integrated marketing communications
Marketing research
Creative consultation
Grassroots informational programs
Corporate identity collateral materials