Sky High Plans
Dash Navigation, the first internet-connected GPS device, had a close following of analysts, Web 2.0 and gadget press/bloggers. The company approached Sparkpr to help it broadening its focus outside of the tech and Web 2.0 world, to assert category leadership, and to deliver a big bang product launch. Sparkpr’s goal was to generate positive media and consumer reviews, drive consumer awareness and ultimately online sales at Amazon.com for Dash’s car navigation devices.
Nailing The Frequency
The Dash launch was one of the most successful technology product launches during 2008. Sparkpr secured an exclusive review with The Wall Street Journal’s Personal Technology columnist, Walt Mossberg, and also conduct four city press tour (Bay Area, New York, Washington DC, Boston) to meet with key reviewers, top tier long-lead publications, and consumer press. Sparkpr secured print coverage in consumer outlets including Consumer Reports, Cookie, Maxim, Men’s Vogue, O The Oprah Magazine, Playboy, Stuff, Thrillist. Broadcast coverage ranged from ABC World News Tonight with Charles Gibson, CBS News, CNN, The Early Show, Good Morning America, and FOX & Friends (FOX Morning Show), and dozens of affiliates across the country. Business press and tech press wold not be left out and covered the launch as well.
Mobile Device Integration
The Dash service won praise from many reviewers and was a much loved device for its GPS features, but user adoption was slow mainly due to the hefty sticker price. Dash was backed by Sequoia and Kleiner Perkins, and ultimately snapped up by Research In Motion.
