Seagate Case Study
Earlier this year, Seagate turned to Cohn & Wolfe to help with the unveiling of an entirely new family of products and services under the Maxtor Fusion brand. They were launched and co-marketed with software partner, Fabrik, Inc. The main objective of the campaign was to generate online buzz and awareness for the new offerings and create a demand prior to the formal launch.To drive consumer anticipation and to maximize the volume and quality of media coverage and online buzz in advance of the “Project Fusion” launch, we developed an elaborate series of strategies and tactics that leveraged social media tools and properties to seed campaign messaging and product information in advance of the formal announcement.
Coverage appeared in top-tier consumer, business and online media outlets, including Associated Press, Tom Foremski’s SiliconValleyWatcher blog, Gizmodo, CNET News.com, Business 2.0, BusinessWeek.com, Washington Post, San Jose Mercury News, Newsday, MSN Money, ABC News, Red Herring.com, PC Magazine, Laptop, Network World and Small Business Computing. Ultimately, the campaign won a 2006 Award of Excellence from the Society for New Communications Research.