Last week, right before the world turned its attention to SXSW, it spent the better part of March 7 with its eyes on Cupertino and the “new iPad.” Retina display? Check. iPhoto for iPad? Double check. Bluetooth 4.0? Absolutely – though you wouldn’t have known it if not for quick work by INK.
We recommended a “coat tails” media strategy: riding on the interest in and news around the new iPad, we pointed out – via media pitches and a fast turnaround press release, that the new iPad was the world’s first Bluetooth Smart Ready tablet. Over 40 original articles showed the media was getting the message – pull-through of our three main points (first Bluetooth Smart Ready tablet; benefit = low energy; benefit = expanding ecosystem) was extensive. Read for yourself:
An added bonus was excitement created by the news in the healthcare space, a priority vertical for the Bluetooth message. One interview turned into one story, which turned into a multitude of tweets and a tweet reach of over 49K – very nice.