Winner: HORN Group -- Dyle, Live Mobile TV
When communicators are faced with launching a new product, it’s never easy. That was the challenge facing digital communications agency HORN. The agency had to create a plan for NBC Universal and News Corporation which had joined to launch Dyle, the first product from joint project Mobile Content Venture.
A one-of-a-kind product, Dyle was able to deliver live, local TV directly to users’ mobile devices through the free-to-air spectrum. At creation, it was clear Dyle was more than just a product. It was an entire new product category.
With just the name in existence, the winning team of Ben Billingsley and David Fausel needed to figure out a way to build the brand to the point where it would become established among consumers and media. Starting from scratch, HORN created a unified strategy which included identity, messaging, Web site, motion graphics video and social media.
As the CES was approaching, a PR push was launch to coincide with the audience attention already on the event. Dyle saw a large amount of media coverage highlighted by 54 pieces of feature coverage from top media outlets including CNN and The New York Times. There were 2,500-plus Web site visitors during CES which led to 900 newsletters signups.
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