To launch and build positive awareness for iMemories, the exclusive Internet-based destination for preserving, customizing and sharing home movie collections. The campaign aimed to drive customer acquisition and iMemories revenues while positioning iMemories as a trusted, national brand and leader in the online home movie experience category.
LCI positioned the company as a provider of innovative and premium services through a combination of strategically-timed news announcements (Doug Ducey’s addition to the iMemories team, National Home Movie Day, Short Lead Holiday Gift Guide); a New York media tour to meet with Holiday Gift Guide editors with tailored story angles; and outreach to tech, social entertainment, home movie and DVD, shelter, business and baby boomer editors.
LCI’s understanding of influential blogs proved to be a purchase decision driver. LCI incorporated the online community throughout, including focused pitches to the mommy bloggers, tech, shelter and social entertainment communities.
LCI garnered more than 200 media placements, 19 million gross impressions and an ad equivalency of over $200 million, with placements in The Associated Press, BusinessWeek, Wall Street Journal, TEEN Magazine, Family Circle, Alaska Airlines Magazine, INC Magazine, Arizona Republic, Washington D.C. Business Journal, NewYorkTimes.com, TravelAdvocate.com, ValleyLifeMagazine.com and the Detroit Free Press.