Fast-Tracking Awareness
When Yahoo! Media Group launched the new website Yahoo! Tech in May of 2006, the Internet pioneer came to Sparkpr to help gain quick user awareness and strategic positioning in the business press. It was a campaign with big possibilities.
Tech Made Easy
The goal of the campaign was two-fold. One, announce to the business press that this was the next iteration of a larger corporate vision and strategy. And two, have consumers associate Yahoo! Tech with “Tech Made Easy.” Working with Yahoo! Buzz Marketing, Sparkpr promoted a publicity stunt in New York’s Bryant Park where chimpanzees competed against people in technology challenges to demonstrate that Yahoo! Tech makes “Tech So Easy a Monkey Could Do It.”
Monkey See, Monkey Coverage
On the day of launch, Sparkpr secured major broadcast coverage, including a morning segment on the Today Show, mid-day on Fox Dayside, plus photo distribution from the AP Photo Desk. Local New York radio and broadcast stations all covered the event.
In total, Sparkpr secured 139 broadcast hits and 52 original stories, including a one-page feature story in Newsweek as well as stories in The Wall Street Journal, The Los Angeles Times, CBS MarketWatch, The San Francisco Chronicle, Forbes.com, Reuters and an AP story that was picked up in over 200 outlets.
