MobiTV: Brand Image Marketing Case Study
MobiTV claims championship title in mobile media ring
MobiTV Inc is the leading provider and platform for content delivery over mobile and broadband networks, delivering programming from the top broadcast and cable television networks and major music labels to millions of users worldwide.
Challenge: MobiTV sought to shift brand perception from content aggregator to mobile media expert and to differentiate its approach and offerings from competitors.
Solution: Airfoil created an integrated brand image marketing strategy that included a messaging platform to highlight MobiTV’s customizable interactive content, as well as the 6 million subscribers to reaffirm the company’s leadership role in the mobile media market. Airfoil promoted product launches – such as the March Madness iPhone application – and overall business functions to grow the company’s technology profile and leadership position.
By developing relationships and connections with the media and influencers, Airfoil has established MobiTV as a go-to source of all mobile programming. The agency demonstrated its ability to elevate the company to the thought leadership level, showing MobiTV as not only a solutions provider, but a leader in the expanding field of mobile media.
Results: MobiTV’s coverage quickly grew from only 15 percent share of voice in the first half of 2008 to garnering 43 percent in the second half of 2008, leveling the playing field and in some instances overtaking the company’s competitors in public awareness and media coverage. Airfoil acquired coverage for MobiTV through a variety of outlets, from national publications such as The New York Times, The Washington Post and USA Today,to technology-focused publications such as MacWorld, PC Magazine and FierceMobile Content.
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