Challenge:
Drive awareness of DietBet, a new social dieting game, during the winter dieting season and drive traffic to the website.
Fresh Perspective:
- Demonstrate how DietBet plays into the broader trends of gamification and financial incentives for healthy outcomes
- Capture data from first year to show momentum
- Humanize the story with celebrity games and individual success stories
Authentic Approach
ISSUE TREND NEWS IN TIME FOR NEW YEAR’S
- Connected with short-lead influencers as they began to think about coverage
- Presented tech angles to relevant journalists and bloggers
- Offered inspiring story assets: data, testimonials, compelling spokespeople
PROMOTE CELEBRITY GAMES
- Tapped into awareness of celebrities – like Jillian Michaels – and their social followers with public games
- Engaged with influencers beyond health and fitness
Meaningful Impact
As a result of our efforts we:
- More than doubled media coverage from the previous year
- Placed two TODAY segments, reaching 12 million viewers and an ad equivalency of more than $300,000
- Secured Associated Press coverage that ran in 79 outlets across the country
- Generated stories in high-profile tech outlets, such at TechCrunch, Mashable and CNET
- Website traffic grew steadily during our campaign, with a 66% increase with the first TODAY Show placement
The winter dieting season was make-or-break for DietBet. We needed to generate mainstream exposure and drive significant traffic to our site in order to validate our business model. With RoseComm’s help, we were featured in many high-profile print and broadcast stories over the course of a few months. The site traffic following some of those placements was unprecedented.
– Alison Weick, VP of Product Development for DietBetter
