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iPowow specializes in participation TV; a real-time platform that engages viewers using multiple screens. iPowow allows viewers to interact directly with the main broadcasts, comment on the story, participate in advertising campaigns and at times even influence the outcome.

Case Study

Multi-Phase Strategy

Pre-launch Research &

Strategy

Continued Publicity & Coverage

Full Media Launch

The Challenge Red Bull Media House and iPowow came to Emerging Insider as partners

who wanted to attract a business audience of digital executives, advertising executives and

broadcasters with the goal of highlighting new formats for participation TV and multiscreen

advertising. Red Bull Media House sought to evangelize this initiative to increase their own

advertising partnerships and drive investment in the broadcasting and digital space. Another

campaign goal was to showcase novel ways to spur audience engagement by reinvigorating the

multiscreen TV industry.

The Strategy Employing both traditional and novel media strategies, Emerging Insider

developed an aggressive, long-release PR initiative and marketing campaign to spread the news

and keep participation TV on the minds of industry targets and the media. We distributed

thought leadership posts, booked panel-based speakerships and seeded owned media

campaigns prior to any press coming out. Strategically-synced media pitches and placements

supplemented the pre-release strategy. The news released followed along content on relevant

blogs, websites, social media, and industry newsletters. Our efforts were strategically linked with

those of Red Bull to ensure complete coverage prior to, during and after the campaign.

25+

Social TV Award Winner

Editorial PLACEMENTS

The Results Our clients benefited from immediate ROI. iPowow saw over 25 editorial pieces

written about their company and its news. These sources included large publications like The

Guardian and Adweek, niche-oriented sources like TV Technology and Lost Remote, and industry

associations like 2nd Screen Society. These publications represent a comprehensive pool of their

target audience in the TV and advertising industry.

Our clients benefited from ongoing results stemming from the initial media campaign, including:

• Interviews across over a dozen differing audience-relevant publications

• Submission into multiple Social TV Award categories, many of which were won

• Speaking positions at events including: Digital Hollywood, TVOT Show, NAB, IBC and a keynote

speakership at Germany’s IFA Conference

• Ongoing column with the Huffington Post regarding Participation TV, and other diverse

thought leadership placement opportunities

Successfully Targeted Publications

Click/Tap to View Examples: In the Press Thought Leadership Interview TV Placement Owned Media Creation