Start-up Syntonic developed the Connected Services Platform for coupling applications with 3G/4G connectivity. This innovative service platform empowers the mobile value chain with a new means to capture customer value based on content consumption, not MB data usage.
CHALLENGE
Syntonic needed to launch its Sponsored Content StoreSM to attract beta testers and potential customers/partners quickly. The audience: Mobile application developers, wireless carriers and manufacturers – as well as consumers. The timeline was tight—two weeks, which included securing press release approval from a Fortune 500 partner.
SOLUTION
In less than two weeks, Calysto:
- Drafted the press release
- Secured approval of release from Syntonic partner AT&T
- Created messaging/Q&A
- Trained spokespeople to speak with the media
- Developed a custom media list
- Drafted pitch
- Pitched media
Strategy: Calysto strategically launched the Syntonic news by:
- Pre-pitching select media under embargo
- Highlighting Syntonic’s relationship with AT&T
- Specifically targeting media who had covered AT&T’s sponsored content plans before
RESULTS
The program generated coverage in more than 20 original articles, reaching hundreds of thousands of readers in just days. Coverage included:
- Re/code, Ina Fried, “AT&T Slowly Expanding “Toll-Free” Data Trial…”
- GigaOM, Kevin Fitchard, “Syntonic is creating a free-data zone on AT&T’s mobile network”
- Entrepreneur (also published in Business Insider), Steve Kovach, with lead: “Syntonic Wireless, a Seattle-based mobile services company, is the first significant player to take advantage of AT&T’s sponsored data program…”
- FierceWireless, Phil Goldstein, “AT&T Sponsored Data partner Syntonic Wireless to launch ‘toll-free’ content store”
- Light Reading, Sarah Reedy, “More AT&T Toll-Free Data Apps Trickle Out”
- GeekWire, Taylor Soper, “AT&T expands sponsored mobile content program with Syntonic store”
- Ars Technica, Jon Brodkin, “Paying AT&T to exempt users from data caps? There’s an app for that”
- The Washington Post (blog), Hayley Tsukayama, click here and scroll down for link to post
The program also attracted 800 beta testers in 36 hours, and more than 1,000 consumers and potential partners/customers directly clicked on the links located in the online media coverage of the announcement to sign up as beta testers.