Budget Budget –– 5000 Baht & 50 free watches5000 Baht & 50 free watchesRenee PunRenee Pun

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Contents• Background• Target Audience• Key Communications• PR Objectives• PR Strategy• Target Press• PR Ideas• PR Ideas Details• Promotional Partners

• Product- Pebble watch– Notifications: To see your most important notifications,

answering/ending calls, SMS’s– Music Control: Control the music while driving, running or even from

across the room– Fitness: Check your pace without killing your pace, get the info you need

without taking the phone out– Alarms: Pebble can wake you up with a silent alarm (vibration) that only

you will, so you do not disturb others around you– Battery: Battery life lasts 5-7 days before needing a full charge again

Background

• Extra interesting info- It was released in 2013, and funded via the crowd funding platform Kickstarter, they had started by asking for $100,000 as a goal, but instead had 68,929 backers and a total of $10,266,845 pledges.

Target Audience

Key Communications• Brand Name: Pebble• Product: Smart watch

– Durable, hip, fashionable smart watch that can help you answer/end phone calls, read SMS, track your exercise routine, waterproof, has a back light, alarm clock, and many apps ready for download

• Speciality:– Much more affordable than most smart watches on the

market – A much more better battery life than competitors– Takes a minimalist just-what-you-need approach to the smart

watch

Key Communications Continued

PR Objectives

• Targeting the primary audience by using social media such as foursquare and YELP.

• Creating a buzz for the audience to get interested and curious to the product and get them to go and test them out several “hip” places around town.

• Getting the product seen thru hash tags on the social media

• Product in free copy magazines and other fashion magazines

• Increasing trend seen around town

PR Strategy

• Enhancing people’s need to buy the smart watch, when using these popular apps

• Getting the audience interested by having sightings of other people using them

• Building a healthy image of the company by helping people keep track of their daily work out

• Have them at popular coffee shops that lots of people go to.

Target Press

•Technology Press•Music Press•Fashion Press•Health Press•Social Media Press

PR Ideas

• Using instagram have a scavenger hunt, where people “follow” Pebble, and have to find where the watch is by a picture

• Using foursquare, check-in a coffee shop where pebble will be allowing people to borrow them

• Having them available for fitness people at gyms to track their runs and loading pictures on their own social media (instagram, Facebook) using hash tags

• Making a lucky draw at the Mercedes Benz shop to allow customers a chance to win a free watch that can connect with their vehicle to check their fuel usage, location, and even check that their doors are locked

PR Ideas DetailsPR IDEAS RATIONALE TARGET MEDIA COST

Using instagram have a scavenger hunt, where people “follow” Pebble, and have to find where the watch is by a picture. A picture will be posted, of the watch in a certain location that people can recognize and go to find it around town

Using hash tags to share with others, so that the users friends could click the hash tag and see other activity that is going on with Pebble and find out where the next event is

Instagram Users (150 million active monthly users)

2 Watch everyday for 10 days

Use foursquare to check in locations at certain popular coffee shops that hip people hang out at to alert them where they can go and, borrow the watches and test them out

To allow them to test out the watch and let them have a feel for what it is capable of and to see how convenient it is.

Foursquare(60% of the 15million users are men)

1,000 display cost500 staff cost to show how to use the product

PR IDEAS RATIONALE TARGET MEDIA COST

Make a small display and have a few watches at gyms available for customers to use while they are at the gym training so they can track their work out

To give people a chance to see how the watch can help you track how much you have worked out and calories burned, and to borrow the watch all you have to do is post with a hash tag on your social media about the watch

Health and lifestyle people that spread the word to others about the watch

1,000 Display Cost500 Staff cost to explain the product

Lucky draw at Mercedes Benz giving away 5 watches and a display so people can see that the watch can connect with the car and see if the doors are locked or how much fuel you have left, even track where your car is

Informing people about the technology and so that buyers would want to buy it when buying their Mercedes Benz

Monthly Mercedes Benz magazine that is sent out to its customers.

5 watches1,000 display cost

Promotional Partners• Foursquare• Instagram• Wawee Coffee

– Location usage/Space to display the product

• Tom n’ Tom – Location usage/Space to display the product

• Powerhouse Gym– Location usage/Space to display the product

• Grand Centara Gym– Location usage/Space to display the product

• Home Fitness Gym– Location usage/Space to display the product