The Challenge

Given the rife of  rumours and speculation about the Dell Streak, AxiCom was tasked with setting up pre-briefings to position the product with broadcast, lifestyle and consumer tech publications. This would give Dell the opportunity to address any incorrect information about the product already in existence, particularly in terms of the product name and its capabilities. The aim of this was to secure positive print, online and video coverage on the day of launch that explained the product category Streaks falls into, who it’s aimed at, what differentiates it from the competition and what it can do.

The Strategy

A series of one-to-one and group briefings were arranged prior to the official launch where the Dell Streak was taken to press with a spokesperson on hand to answer questions.  The product’s key features were explained and photography was captured to ensure the day of launch news articles and reviews showed the product in its best light.  

The Result

The results of this launch were extremely successful with the Dell Streak a trending topic on Twitter and Yahoo on the day of launch. Social media traffic about Streak also set a single-day traffic record for Dell; this usually peaks around financial results. There were also over 6,000+ mentions on Twitter, 20,000+ views of the D2D blog post, 300,000+ views of the Streak demo YouTube video and 3 major broadcast hits and a lot of online buzzcreated through the launch.