Whirlpool Brand centralparkTM Connection Shakes Up CES
Peppercom was charged with launching a new twist on a Whirlpool-brand home appliance at the 2007 Consumer Electronics Show (CES), competing for ink with the likes of LG and Samsung, with only two weeks to prepare the debut.
In the absence of significant budget and a high-traffic booth presence at CES, Peppercom focused efforts on driving media to view the latest innovation-the centralparkTM connection, a plug-and-play electronics hub for the refrigerator. Peppercom worked closely with Whirlpool's brand innovation and marketing teams, as well as the company's other creative agencies to launch the product. To supplement efforts and drive consumer awareness outside the tech community, Peppercom coordinated a co-op Satellite Media Tour (SMT), featuring centralparkTM connection, which aired nearly 90 times in key media markets.
The nearly 20 on-site interviews we secured resulted in coverage in the New York Times, Consumer Reports, Maximum PC, Good Housekeeping and Redbook. The SMT generated more than 800,000 media impressions. Over 11 months, stories featuring the centralparkTM connection appeared in media outlets ranging from Consumer Reports and AP to CNN, HGTV and more. In the first quarter of 2007, the Whirlpool brand generated more published articles than any other appliance manufacturer thanks to coverage of centralparkTM, netting 300 percent more coverage than the previous refrigerator launch for Whirlpool.
© 2010, All Rights Reserved.