It was Thanksgiving week when Zipit Wireless needed help to drive interest in a new "must have" teen holiday gift. The Z2, a hand-held messaging device that links to users in their IM buddy lists using WiFi networks had just become available, leaving the company little time to tell their story.
Ask teens about their interests and they'd likely be too busy instant messaging to reply - 16+ million teens participate regularly in IM conversations. Using a combination of business and lifestyle media to drive awareness, OHC positioned the Z2 as the must-have gift for the 2007 holiday season.
In the just four weeks leading up to Christmas, OHC secured three national television placements, and Associated Press story and generated nearly 27 million impressions. Simultaneously, the Z2 enjoyed it's biggest day in online sales.