In the summer of 2003, Mission3-D hired PerkettPR to launch a one-of-a-kind consumer product: Photo3-D - a digital camera attachment that allows users to take three-dimensional photos. Mission3-D, an unknown start-up, needed to educate consumers about the product and its benefits in order to drive sales and retail interest. One of Mission3-D's more obvious challenges was convincing consumers and the press of the viability of a technology requiring special viewing glasses. Since three-dimensional glasses do not generally evoke positive reactions, part of the public relations strategy involved advancing consumers and media beyond their initial reaction and conveying the exciting possibilities of personal 3-D technology. To add to the challenge, the timing was not ideal since the summer is notoriously slow. Photo3-D was also a unique product -- with no direct competitors, an unproven market and unknown market adoption.
The overall goal was to drive consumer interest in personal 3-D photography and to influence consumer press and trade press to cover 3-D technology while considering Photo3-D as a new category of digital imaging products. These efforts would lead to retailer interest and an understanding of Mission3-D's product lines, which would in turn drive an increase in consumer demand and sales.
PerkettPR began by conducting an aggressive coast-to-coast press tour to introduce Mission3-D and Photo3-D to long-lead publications -- many of which plan holiday issues well in advance. PerkettPR also conducted a tour with short-lead publications that would cover the launch of a new consumer electronics/digital photography product. The tour was also a launching pad for Mission3-D as a company, allowing it to evangelize the product, justify the market, and influence coverage in the short-term as well as holiday coverage in the long-term.
PerkettPR also conducted consumer market tests with the client at local beaches in New Hampshire. With the help of Mission3D executives, PerkettPR polled ordinary citizens on the street and took their pictures with the attachment to show how it worked and to gauge reactions. PerkettPR also created an eye-catching press kit that provided reporters the opportunity to view the photos in 3-D. This included attaching viewer glasses and 3-D photos to the press kit.
Lastly, the PR strategy was built around a heavy amount of product reviews -- reporters had to try it for themselves. This was accomplished by sending out hundreds of review units and 3-D greeting cards, and by attending a Digital Focus Expo in New York City, where hundreds of reporters were brought to the Mission3-D table to have their photo taken and to try the product.
As the only outside marketing investment for the company, PerkettPR garnered national coverage for Mission3-D as well as local coverage that drove consumers to purchase the product online and eventually in stores. The successful consumer campaign resulted in national and international press coverage, including CNN Headline News, TIME's "Gadget of the Week," and an "Editor's Choice" from PC Photo. In addition, PerkettPR's activities attracted mega distribution-houses and retailers such as Amazon.com, State Street Discount, B&H Photo and J&R - all of which led to bolstering web site traffic, including the company's first and second largest online single-day sales ever.
