Showing Up With A Challenger Mentality
Tech 21
Campaign overview
tech21 was gearing up for its busiest season when new phone cases would be launched to accompany the latest phones from Apple, Samsung, Google and more. Hotwire was tasked with developing a campaign that would ensure that tech21 is front of mind for tech and lifestyle press, and ultimately drive sales, against considerable, better-known competition.
What we did
We brought influencers and media from across the world together to participate in the #DropMoreCareLess challenge – what could they do if they didn’t have to worry about breaking their phone. The campaign was brought to life through multiple media touchpoints including:
• Introductory media mailer showcasing tech21 drop tests to top 30 tech press and inviting them to do the same
• Sponsored influencers including iJustine, Zach King and Team Flight Brothers with video assets promoted to relevant lifestyle press
• Data story showcasing how many Americans drop their phones to add credibility
• Batak Challenge at Pepcom Holiday Spectacular to let media & influencers test out the case
• Christmas Cracker media mailer to add some ‘fun’ into the Holidays
Results
The #DropMoreCareLess challenge generated over 50 pieces of coverage from the likes of Digital Trends, Tom’s Guide, PC Mag and others. All the buzz resulted tech21’s best sales campaign to date.