Tracfone

 

Objectives  
  • TracFone  wanted to break through the clutter and introduce its prepaid cellular phone and service at The Winter Consumer Electronics Show in Las Vegas
  • Create a PR-driven strategy to launch TracFone at the CES to ensure positive  trade and consumer media reviews to support national roll-out of pre-paid wireless.
Strategy
  • The key to successfully launching TracFone was placing evaluation units with select trade and business media prior to the CES to ensure that reporters were familiar with the product and the company before they arrived in Las Vegas.
Results
  • Major consumer and business media attended the press conference and visited the booth for demos and evaluation units, handed out 24 phones to key media.
  • Major placements in all trade publications including in the show daily.
  • More than 14 million impressions from the VNR and 20 million from the ANR.
  • Experienced a 400% growth rate in new phone activations from the previous year.
  • Completed its national footprint by signing on major cellular carriers as well as completing significant retailer agreements such as 7-Eleven, Circuit City and a full commitment by RadioShack.