MyVu
Challenge: 1) Develop a guerrilla marketing campaign in order to increase sales of MyVu personal media viewers amongst high school students, aged 13-18. Develop messaging and webisodes that compliment aforementioned concepts. 2) Examine the feasibility of a social networking section of www.MyVu.com and the opportunity in the social media market for the brand.

Plenary Thought: 1) The target is 75% more likely to buy and value brands that they deem socially responsible. In order to leverage this insight, MyVu created a campaign centered around an issue that would strike a chord within the high school target: stereotypes. We developed a guerrilla installation strategy encouraging consumers to ‘Take Control: Make MyVu Your View’ by providing them with a MyVu-branded lounges, where they could test-drive the product, in unexpected environments. 2) A corporate brief was developed that analyzed the current state of social media opportunities for MyVu and how the brand would be received by online communities. The brief ultimately suggested a hefty blogger outreach program (to capture early adopters) combined with promotional events promoted through social media sites to involved the target in MyVu branded experiences.

Outcome: MyVu remains the only Apple approved iPod viewing accessory and is now carried in the Apple flagship retail stores and in the Apple online store. MyVu uses the webisodes at tradeshows and is currently concentrating on product development to expand the company’s offerings. The guerrilla campaign was well received by the company and MyVu is currently abiding by the social media brief’s advisory notes and strategies.

This project was completed for MyVu with EmComm International at Emerson College.