Merge

Stealing the spotlight at CES in a highly-competitive category

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Situation

MERGE was introducing a new mobile VR input device at CES called the MERGE 6DoF Blaster. They aimed to stick out at CES amidst a sea of competing for VR and AR products in South Hall. MERGE was creating a new product category with Blaster and their MERGE Cube, and needed to create awareness and excitement for both products, drive retailer traffic to the CES booth and educate the public on the features and use cases of the products.

Strategy

Because MERGE was introducing a new product category that was difficult to explain and demonstrate through written media, Max Borges Agency made securing hands-on video reviews at CES a priority. MBA scheduled “stop bys” at both Unveiled and Pepcom, and facilitated product demos and media meetings for video coverage.

Results

  • 50 pieces of coverage during CES, including CNET, The Verge, Engadget, Digital Trends, BBC, WIRED, Popular Science, Fatherly, USA Today, KidScreen, Stuff and many more.
  • CES Day One video coverage from outlets like CNET, The Verge’s live Twitter show and Engadget showed the product in action, generated interest and excitement, and drove visitors to the booth throughout the week.
  • More than 3.9M estimated coverage views
  • Included in the print edition of USA Today during CES, a copy of which was at every Starbucks in Las Vegas during the show
  • Drove distributors, retail partners and potential licensees to the booth including Wal-Mart, Toy’s R Us, Warner Bros., Sam’s Club, and Nickelodeon.

Case Studies

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Strava

Reaching a new audience with data storytelling

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Situation

Strava is a social network for athletes that wanted to extend their athlete focus beyond cyclists and attract more runners to the platform. Strongly positioned within the cycling category, Strava asked Max Borges agency to grow their awareness within the running vertical and reposition the platform as a place for both runners and cyclists.

Strategy

Without product launches to rely on, Max Borges Agency used Strava’s data to develop unique and insightful story angles that would appeal to runners. Story angles varied weekly and included marathon-specific data, running data specific to women, running data specific to locations, and timely angles (e.g. using runner’s data to pull the most popular running routes in Spring Break locations). They agency targeted highly relevant running outlets, such as Runner’s World and Women’s Running, as well as on lifestyle and national outlets to reach an even broader audience.

Results

  • More than 20 published stories based on Strava data and tailored to runners.
  • Two feature articles in Runner’s World, one on VICE Run, one on Competitor Running, and more than five feature stories in Women’s Running, each highlighting a new data angle.
  • National timely coverage surrounding marathons including Strava’s San Francisco marathon data featured on the front page of the San Francisco Chronicle and Strava’s Chicago Marathon data featured in the Chicago Tribune. Additionally, Boston Marathon training data insights published on Runner’s World and Women’s Running less than a week before race day.
  • Targeted coverage in major women’s lifestyle outlets such as Shape, SELF, and Health magazine, featuring the average running speeds for women in the U.S. according to Strava

Case Studies

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Data Storytelling in Action

Engaging tech-savvy millennials with attention-grabbing storylines

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In efforts to produce an engaging and timely piece of coverage at without a press release worthy moment, we conducted a survey on behalf of ThinkGeek around America’s favorite pies per state. This, of course, was packaged up into a ready to publish piece just in time for Pi Day. We handled everything from the idea to the pitch and also produced infographics to make it very easy for journalists to share. We were able to land a great spot with Martha Stewart and even made it through to her own personal page.

Situation

Decluttr, a platform that allows consumers to buy and sell old tech, was seeking to attract more interest from young, tech-savvy millennials who may be interested in upgrading to new phone models or may be in the market to trade-in their tech.

Strategy

MBA evaluated the media and consumer landscape to identify topics that were popular amongst young, tech-savvy millennials, identifying a high level of interest in the nuances of smartphones in the US dating scene, as well as an interest in young parents around the topic of toddler smartphone usage. Using these angles as a creative means to gain interest with the community, MBA conducted two consumer surveys, one targeting 1,500 US singles, which identified key trends in dating preferences as they relate to smartphone usage, and the second surveying 1,000 parents on their children’s phone usage habits. MBA analyzed the results of each survey and shared the results with the media for use in editorial stories.

Results

  • MBA earned prominent press coverage across top consumer media outlets such as Esquire, Cult of Mac, The Independent, PocketNow, USA Today, Redmond Pie, Yahoo and dozens of other national and regional media outlets.
  • Top digital influencers including Quinn Nelson, Linus Tech Tips, iJustine, Kevin the Tech Ninja and Jeff Jarvis posted or interacted with the content
  • Prominent mention of the Decluttr brand across dozens of articles, with 10+ backlinks from high-authority sites generated to Decluttr.com surrounded by top keywords related to phone models, cracked phone screens and other relevant brand terms

Case Studies

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Decluttr

Engaging tech-savvy millennials with attention-grabbing storylines

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Situation

Decluttr, a platform that allows consumers to buy and sell old tech, was seeking to attract more interest from young, tech-savvy millennials who may be interested in upgrading to new phone models or may be in the market to trade-in their tech.

Strategy

MBA evaluated the media and consumer landscape to identify topics that were popular amongst young, tech-savvy millennials, identifying a high level of interest in the nuances of smartphones in the US dating scene, as well as an interest in young parents around the topic of toddler smartphone usage. Using these angles as a creative means to gain interest with the community, MBA conducted two consumer surveys, one targeting 1,500 US singles, which identified key trends in dating preferences as they relate to smartphone usage, and the second surveying 1,000 parents on their children’s phone usage habits. MBA analyzed the results of each survey and shared the results with the media for use in editorial stories.

Results

  • MBA earned prominent press coverage across top consumer media outlets such as Esquire, Cult of Mac, The Independent, PocketNow, USA Today, Redmond Pie, Yahoo and dozens of other national and regional media outlets.
  • Top digital influencers including Quinn Nelson, Linus Tech Tips, iJustine, Kevin the Tech Ninja and Jeff Jarvis posted or interacted with the content
  • Prominent mention of the Decluttr brand across dozens of articles, with 10+ backlinks from high-authority sites generated to Decluttr.com surrounded by top keywords related to phone models, cracked phone screens and other relevant brand terms

Case Studies

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Strava

“Earning Top-Tier Event Coverage from 5,000+ Miles Away”

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Situation

Tour de France is one of the largest cycling events of the year, but San Francisco-based Strava, the company behind the top running and cycling social networking app in the U.S., did not have the budget to sponsor or attend the event. To reach their core audience of competitive cyclists, it was important for Strava to be part of event coverage.

Strategy

  • Max Borges Agency leveraged data logged by Tour de France cyclists, who uploaded their ride data to Strava throughout the race, to develop unique daily storylines for media pitching.
  • MBA partnered with a local photographer to create exclusive visual content to accompany stories and entice media.
  • The agency identified target journalists who covered the race each year and provided them with daily race updates, content and data only available via Strava.

Results

  • Combined media coverage reach of more than 86.2 million, including top outlets reaching competitive cyclists.
  • New York Times feature story in print and online.
  • In-depth Forbes piece featuring five exclusive Strava photos and race data as well as a follow up Forbes piece featuring new Strava photos to accompany daily race coverage.
  • Ongoing coverage during Tour de France week on Bicycling, Competitor, Velo News, Slowtwitch and other top cycling outlets.

Case Studies

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Strava

“Attracting new audiences through creative, timely storytelling and trend jacking”

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Situation

Strava, a running and cycling social network app, wanted to reach a wider lifestyle audience beyond competitive athletes. Without major app updates or announcements on the horizon, Strava needed to maintain brand visibility to attract new users.

Strategy

Max Borges Agency tapped into anecdotes and data from Strava users, ambassadors and employees to source unique story angles. The agency identified GPS art as a trending topic that would generate opportunities for timely storylines surrounding major events. The agency used specific Strava GPS art examples to land media coverage in top targets.

Results

  • Dozens of top tier press hits reaching a wider lifestyle audience in outlets such as NPR, The Verge, Wall Street Journal, Outside, Seventeen, The Steve Harvey Show and Huffington Post.
  • Timely stories tied Strava to trending conversations including prom, the holidays and immigration.

Case Studies

Let's do this!

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