Metrico Wireless: Maximizing Coverage Through “Trendjacking”
To drive sales.
Using public relations to expand Metrico Wireless’ visibility and brand recognition.
By finding a good news hook – and piggybacking on that news through “trendjacking.”
When Verizon Wireless made the iPhone available on its network, Calysto set out to help Metrico get coverage by answering the one question that was on every reporter’s mind: “Does the iPhone really perform better on the Verizon network than it does on the AT&T network?”
With Calysto’s guidance, Metrico created an easy-to-read, conclusion-focused special report comparing the performance of the iPhone on the AT&T Wireless network versus the Verizon Wireless network – and released it just after the Verizon iPhone became available.
This allowed Metrico to piggyback onto the iPhone news buzz to attract the attention of mainstream media.
To increase Metrico’s chances of securing coverage in mainstream publications, Calysto offered the information under embargo to key publications like the Associated Press, creating syndicated coverage.
The release generated more than 300 hits within 24 hours, reaching more than 510 million subscribers and/or unique monthly visitors.
The coverage of the study resulted in a traffic spike on the Metrico website – just 16 hours after the release was posted, more than 600 people had clicked onto the website directly from stories in Wired.com, PCMag.com, DSLReports.com and Gizmodo.
More than 30 tweets and retweets discussing Metrico’s data were sent within just a few days following the announcement.
Within 24 hours after the announcement was released, Metrico received 10 new business leads from Tier 1 customers.