Launch PR

Making their (Accent) Mark: McCafé

2009-11-10T12:37:57-05:00

Percolating what some experts are calling the “coffee wars,” McDonald’s is taking on Dunkin’ Donuts and Starbucks with its new line of coffee beverages that includes customizable lattes, cappuccinos and mochas.

Introduced in May, 2009 with a reported combined media spend of $100 million, McDonald’s found ways to ‘McCafé your day’ by turning your morning commute into a commuté and your cubicle into a cubiclé. In the world of McCafé something ordinary takes on a whole new caché just by adding an “é.” McDonald's chief creative officer told Ad Age that the accent shows that there is "a wit and charm to the brand, and to the products and to McDonald's."

On launch day, McCafé took over YouTube’s homepage, and their first foray on this medium was so successful it helped legitimize YouTube as a premium ad space. The company also advertised heavily across TV, print, outdoor, radio, Internet, and events.

As an extra incentive for consumers, McDonalds ran a promotional contest to win a $50,000 Visa gift card and a $500 McDonald’s Arch Card, asking contestants to submit a story and photo about how McCafé improved their day. On McCafé’s own micro-site, visitors engaged in ice skating, attending the theater, and making coffee art.

While Beverages make up about 5% of McDonald’s business, McCafé poses a real threat to competitors at 79 cents less than the cost of a same-sized cup of Starbucks. The sales figures back it up, with an overall 2.2% rise in August 2009 (attributed to McCafé and other new products like the Angus Burger). McDonald’s successfully capitalized on a trend in cost-conscious behavior among consumers. But long term success hinges on one question: Does a McDonald’s McCafé make your day?

Schneider Associates launches new, redesigned Web 2.0 site, SchneiderPR.com

2009-11-04T15:50:08-05:00

Schneider Associates is pleased to announce the launch of our newly redesigned, Web 2.0 optimized site at www.schneiderpr.com.

We’re doing so much research here at Schneider preparing for our new book, The New Launch Plan: 152 Tips Tactics and Trends from the Most Memorable New Products that is being published first quarter of 2010, that we needed a new Web site and content management system to be able to regularly and easily post news, research, content and video. Plus with all our work in Social Media, we wanted to lead the way with our own Social Media Newsroom.

According to Joan Schneider, president of the firm, “There’s so much happening in the field of new product launch and community launch, we wanted our Web site to be a place where marketers go to learn the latest technology about launching products, services, companies and communities. We’re excited about having a blog, video, Social Media Newsroom, downloadable content and other useful tools to share on our new site.”

Check back for excerpts from the new book that will be posted on the site, and let us know what you think! Message us on Twitter @SchneiderPR, join our Facebook community (http://bit.ly/2AQPq5) or email: launch@schneiderpr.com

Beatles: Rock Band - Experience the Music from the Inside Out

2009-11-02T09:50:33-05:00

The interactive gaming world changed forever on 09/09/09 when MTV Games and Harmonix introduced Beatles: Rock Band, the first of its kind in retro rocker gaming experiences. Beatles Rock Band takes gamers on an interactive journey through the Beatles’ career from “Please Please Me” to “Abbey Road.” Gamers can play-along on Beatles replica hardware to any of the 45 songs in the extensive catalog. “The project is a fun idea which broadens the appeal of the Beatles,” according to former Beatles member, Paul McCartney. “I like people having the opportunity to get to know the music from the inside out.”

To promote the product, Beatles: Rock Band was released simultaneously with the re-mastered Beatles catalog. Viacom spent a whopping $10 million in payouts for the rights to Beatles songs, taking a yellow submarine-sized gamble in the down economy. The marketing efforts were massive and included expensive TV spots, a co-promotion with Pepsi as well as a major cross-promotion on all of Viacom’s cable networks at 9am and 9pm on 09/09/09. Other efforts included the sale of Beatles memorabilia at a broad range of retailers, from 7-11 to Whole Foods.

Since its September release, the game has sold 595,000 copies. Revenues in the music video games category have increased 72% in the past year due to the success of both Beatles: Rock Band and Guitar Hero 5. Sales were also driven by the new replica hardware. Gamers can purchase the Rickenbacker 325 guitar, Gretsch Duo Jet guitar, Höfner Bass and Rock Band Ludwig drums, which cost around $100 each.

Viacom CEO Philip Dauman reported, “The sales have exceeded our internal expectations…In the first week we've sold about 25% of our inventory, and we've had tremendous excitement around this game.” Sales numbers and excitement of that kind are enough to give anyone “kaleidoscope eyes.”

Second Chance to Make First Impression: Microsoft Launches Windows 7

2009-10-23T15:48:28-04:00

Windows Vista’s first impression with customers was simply terrible, leaving consumers begging for the older XP. So it’s an understatement to say that Microsoft had its work cut out when developing Vista’s successor. Three years later, we have Window’s 7.

Using customer feedback and “borrowing” popular features from Apple (including Mac OS X dock and touch technology), Microsoft is seeking some much needed redemption. A team of 3,000 employees have developed an array of improvements including better versions of Internet Explorer and System Restore.

For marketing, Microsoft launched a TV ad campaign six weeks ago, and did something unique: they asked consumers to host Windows 7 launch parties. Party hosts had the opportunity to explore the software weeks before it was released, and were encouraged to post blog, video and picture updates.

To promote this global event, Microsoft released a video advertisement explaining the concept of a Windows 7 launch party. Although the commercial received over one million views on YouTube, critics and bloggers wondered if the effort was intentionally awful or just poorly put together. Search Engine Watch commented, "If you create something so bad that it goes viral, is it a public relations disaster or a video marketing triumph?"

Despite the dicey launch party marketing, Windows 7 received very positive press with businesses and general consumers who expressed intent to buy. In addition, 5,000 launch party packages for Windows 7 were mailed to hosts. First impressions (Vista) and horrible marketing aside; can unique launch parties and a great product turn the tide of negativity?

What’s the best way to cope with the recession? Eat Giant Cheetos.

2009-10-19T12:50:02-04:00

Major snack brands, like Frito-Lay are discovering creative ways to help consumers cope with the sagging economy. “People are looking for anything to break the negativity,” states Ann Mukherjee, marketing chief at Frito-Lay. And that is exactly what Frito-Lay did when they created the BIGGEST innovation to come out of the snack industry – Giant Cheetos.

Launched April 1, 2009 and roughly the size and shape of a golf ball, this cheesy sensation comes in both regular cheese and Flamin’ Hot flavors. What was originally percieved as an April Fool’s Day prank was far from it. Frito-Lay hired cultural anthropologists to observe what restless workers fiddle with at their desks. The most popular object was the stress ball…and hence Giant Cheetos were born.

A company that typically markets to America’s youth, Frito-Lay shifted its focus and spent $13 million in the first 11 months of last year to bring cheesiness to working adults, compared to the mere $8 million in 2007. Hoping to lighten up “recession-obsessed” consumers, Frito-Lay ran significant amounts of print and television advertising including creating a virtual online playground encouraging adults to take a break from the everyday and have more fun at work. The website has everything from interactive video games to a custom created "Office Pinata" that can be formed in the shape of an enemy. In addition to declaring April National Humor Month, Frito-Lay offered tips on how to enjoy Giant Cheetos while unleashing the fun side. Frito-Lay offered ideas such as; “Use plastic wrap to close off a co-worker's cubicle. Then, fill the cubicle up with Giant Cheetos for the cheesiest of ball pits.”

“A historic day, indeed,” muses Chester the Cheetah in the new Giant Cheetos commercial. Will snack foods be the cure to recession woes? Probably not, but at least Giant Cheetos have provided some much needed fun and entertainment.

A Liquid to Grow Lashes

2009-10-06T13:23:08-04:00

In the quest for eternal beauty, many women do whatever it takes. Whether it’s Botox, chemical peels or the latest face cream, some consumers just can’t put a price on beauty. Soon, Latisse may be the next-best, must-have product.

The first of its kind, Latisse is approved by the FDA for the treatment of eyelash hypotrichosis, the condition which causes inadequate eyelashes. Available by prescription only, Latisse is shown to increase the length, thickness and darkness of eyelashes after applying the liquid to lashes regularly. This product eliminated the hassle of using messy mascara (yes, you heard right, a pharmaceutical solution to eyelash envy).

Allergan has been promoting and selling Latisse for only a few months, but early projections indicate the product could pull in more than $500 million annually. Allergan, Inc. has been marketing this new product by targeting dermatologists, optometrists and plastic surgeons as well as buying ads in medical journals to establish the brand in the medical community. The company is also using public relations and advertising to educate consumers. Television commercials feature spokesperson Brooke Shields, and the Web site even features pictures of Brooke’s eyelash progression while using Latisse. In her video diary, Shields says “Everyone” has noticed the difference in her lashes and that her expectations were exceeded.

Brooke is also involved with LATISSE^® Wishes, a charity campaign whose goal is to raise $1 million to support the Make-A-Wish foundation, which grants the wishes of children with life-threatening medical conditions. LATISSE^® Wishes kicked off with a star-studded launch party in March.

By launching Latisse with such a strong marketing campaign, Allergan is presumably hoping that women will give the product a chance and spread the word. For now, we’ll wait to see if Latisse gains approval from this demanding demographic, making it a staple in their beauty regimen. What do you think – perfect product or scary science?

Samsung Launches New LED Technology in Ultraslim TV

2009-09-22T16:41:56-04:00

TV junkies, techies, gamers and film buffs everywhere are drooling over Samsung's new line of high definition LED TVs. The TVs, introduced earlier this year, are expected to sell 10 million units by 2010. Samsung will spend more than $25 million for a US promotion deal with the NFL.

Samsung has been promoting the launch heavily, spending three times what they have on marketing in the past. This summer, they ran an international adfeaturing a hummingbird, lit by glowing diodes, flying from flower to flower. The zoom out revealed the shimmering LEDs. A recent Sears adplayed off quarterback Brett Favre's infamous indecisiveness (the quarterback has retired and un-retired twice, with both decisions a lengthy saga in the press). As the store closes for the evening, Favre feigns agony while deciding which Samsung LED to buy.

Samsung is also behind a hugely successful and exceptionally creative viral campaign known as 'extreme sheep LED art.' They contracted with a British TV studio to make a short filminvolving live sheep decorated with LED lights that are herded along a hillside to create different images. One version on YouTube has almost 10,000,000 views.

Marketing aside, the big question is: what's all the hype about? Well, LEDs (or light emitting diodes), as opposed to commonly used CCFLs (cold cathode fluorescent lamps), produce ultra-high contrast ratios (5,000,000 to 1 ratio in the best model). They also generate colored light without the use of filters for advanced color processing and brighter, truer shades, while allowing for slimmer designs. Finally, LEDs contain no mercury and create more light per watt, so they're not only cooler, they're greener - to the tune of 40% less power than conventional LCDs.

Extra goodies include a slim 1.2-inch design that hangs like a picture frame (with a special mounting rack), USB 2.0 and HDMI ports and wireless capability that allows users to watch content from their PC with no cables (higher end models). Pre-loaded content includes picture galleries, games, recipes - even yoga classes. Plus, Samsung is teaming with Blockbuster to allow owners access to Blockbuster's library of digital entertainment from their living room sofa.

It's hard to refute that Samsung is defining the leading edge with the slim design and features of the LEDs. The question for consumers is whether the extra features and picture quality are worth the price, which contrasts with LCDs by as much as $1,000. Choreographed sheep art, slim design and crazy-good picture quality are enough to stoke excitement - but are they enough to put you out an extra $1,000? Let us know what you think.

SCHNEIDER ASSOCIATES WINS JPMORGAN CHASE CORPORATE CHALLENGE T-SHIRT CONTEST

2009-06-26T15:58:46-04:00

Boston, MA – June 2009 – Schneider Associates (SA) is proud to announce it has won the Boston JPMorgan Chase Corporate Challenge T-Shirt Contest. The T-Shirt Contest is part of the annual JPMorgan Chase Corporate Challenge Series, a 5-kilometer race held to benefit charitable groups in cities around the world. Sixty-two companies competed in the Boston T-Shirt Contest. The winning T-shirt design was determined through online voting, which was open to the public.

The winning prize is a $500 donation to any charitable organization. SA is pleased to announce it will donate the money to The United Services Organization, Inc (USO). The USO’s selfless work helps to keep American soldiers safe and let them know they are not forgotten. Most recently, SA has collaborated with the USO and the New England Confectionery Company (NECCO) to distribute Red, White & You Sweethearts® candies to U.S. troops in time for the Fourth of July. Schneider Associates is proud to support the USO with this donation.

“We are very excited to take home first place in this fun and creative contest,” said Patrick Richardson, Director of Integrated Marketing at Schneider Associates. “It is a big victory for our company, and a testament to the power of social media.”

The T-Shirt contest marks the launch of SA’s brand new Twitter handle, @schneiderpr. The Twitter handle will provide news, photos and video of all things happening at the agency. SA will also launch a new Web 2.0 site within the next month as they roll out a social media campaign for the company.

The JPMorgan Corporate Challenge Series takes place in 12 cities in six countries on five continents. The Boston race was held on Thursday, June 25, at 7:15 pm. The charitable beneficiary of the Boston race will be Camp Harbor View, a day camp for kids from at-risk neighborhoods and low-income families in the city of Boston.

A team of 15 Schneider Associates employees participated in the race – proudly wearing their winning T-Shirt design. You can view the t-shirt at: http://twitpic.com/7jmb0.

For more information, contact Patrick Richardson, Director of Integrated Marketing, at PRichardson@schneiderpr.com, or visit www.schneiderpr.com.

Schneider Associates Wins J.P. Morgan Corporate Challenge T-Shirt Contest

2009-06-25T17:40:48-04:00

Schneider Associates is proud to announce that, after hours of spreading the word through Twitter, Facebook, and relentless calls to family and friends, we won the J.P. Morgan Corporate Challenge T-Shirt Contest in Boston!

The T-Shirt Contest is part of the annual J.P. Morgan Corporate Challenge Series, a 5-k race held to benefit charitable groups in cities around the world. Sixty-two companies competed in the Boston T-Shirt Contest. Of them all, our design, featuring the adorable Twitter bird, was declared one of three winners! Many thanks to everyone who voted for us!

The competing T-Shirt designs, including our winning Twitter bird shirt, can be viewed here.

“We are very excited to win this fun and creative contest,” said Patrick Richardson, Director of Integrated Marketing at SA. “It is a big victory for a comparatively smaller company, and a testament to the power of Social Media.”

In addition to bragging rights, SA also won a $500 donation to the charity of our choice! Schneider Associates will be donating the money to The United Services Organization, Inc (USO). We’ve been working closely with the USO and the New England Confectionery Company (NECCO) to distribute Red, White & You Sweethearts® candies to U.S. troops. The USO’s selfless work helps to keep our soldiers safe and let them know they are not forgotten, and SA is proud to be able to support the USO with this donation.

The T-Shirt design also marks the launch of SA’s brand new Twitter handle, @SchneiderPR. We will be tweeting live at the race tonight, including photos and video, so be sure to follow @SchneiderPR for all the inside info! The new handle is the first step toward our new Web 2.0 site, which we are launching within the next month! Stay tuned for more details.

A team of 15 Schneider Associates employees will participate in the race tonight, beginning at 7:15 at Boston Common. Proceeds from the race will go to Camp Harbor View, a day camp for kids from at-risk neighborhoods and low-income families in the city of Boston. So look for us there - proudly wearing our award-winning T-Shirt design!

SA News: Joan Schneider to be featured in the BBJ next week.

2009-06-19T13:10:45-04:00

Brett Pohlman