Best Electronics Integrated Ad Campaign

The longtime global leader in storage, Western Digital (WD) launched its new MyNet router in June 2012 into the competitive consumer electronics arena of established brands. The objective: demonstrate what differentiates MyNet routers from competitors, and establish WD as a brand that makes more than just hard drives. When did you last think of your router? To enter the consideration set, we launched the WD Roadshow.

Undertaking a 20-day, 14-market road trip in a custom-designed Airstream outfitted with the full line of MyNet routers powering popular consumer devices, we supported each stop on the Roadshow with traditional and digital advertising channels: radio, online, and social media. Spot Radio targeted Adults 25-54 to increase awareness and drive traffic to each event. Digital display was behaviorally targeted to heavy tech users and geo-fenced within a 15-20 mile radius of each event. Social Media engaged users who couldn’t attend in person through prize giveaways. The Roadshow ended with a 4-day finale at New York Comic-Con, where WD was the presenting sponsor of a Ben Fold Fives concert.

The campaign generated significant activation around the MyNet routers. The Airstream alone attracted over 23,000 visitors who took 15,000 brochures/gift bags and redeemed 3,400 offers. A shoe-string budget of $300,000 included 100 million impressions resulting in over 50,000 people having entered a sweepstakes; social generated over 51,000 interactions with 4,000 Facebook Likes. More than any standard media execution, the tour showcased the features and benefits of MyNet routers and left an impression on consumers that WD is much more than just a hard drive brand.

Contributors:

Vice President, Media and Digital Activation:	Fletcher Whitwell
Media Director:	Coleman Engellenner
Media Supervisor:	Shannon Dux
Media Planner / Buyer:	Jocelyne Horstmann
ROI Analyst / Assistant Media Planner - Buyer:	Michael Catalano
Media Director / National Broadcast:	Karen Rulapaugh
Group Account Director:	Greg Mitchell
Account Supervisor:	Paul Sears
Corporate Director, Media and Digital Activation:	Jeremy Thompson
Social Media Strategist:	Cameron Partridge

R&R PARTNERS

Location: United States