portfolio

In January 2010, Planit’s PR team worked side-by-side with M-Edge to announce the Guardian, the first ever waterproof, floating case for Kindle. The problem was, how do we “launch” a product when it is not available for purchase until six months later?

The team chose to leverage M-Edge’s presence at the Consumer Electronics Show in Las Vegas as the launch platform, and made the Guardian case the main focus of the M-Edge booth. The team secured coverage of the Guardian in major news outlets including CNN.com, The Associated Press, FoxNews.com, and the Washington Post, in addition to major tech blogs including Engadget, CNET, Gizmodo and Slashgear.

Six months later, the Guardian case was available for purchase. However, the cat was already out of the bag about the waterproof case. So how did we make this newsworthy again? By giving the media a timely, newsworthy story that they would already be interested in covering during the summer—waterproof gadgets that are great for the beach and travel. The Guardian, and the back-story about how M-Edge came up with the idea, was featured on Forbes.com in two stories about waterproof gadgets. The launch was also mentioned on tech sites including Wired.com, Engadget, GeekSugar, and the travel site Gadling.com, in addition to many others.