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Introduce a new higher performance battery |
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Demonstrate product can keep up with "after hours" lifestyle of the target |
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Skeptical, cynical 16-24 year-old gadget enthusiasts |
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Proud of ability to burn candle at both ends |
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Irreverent target proud of after hours lifestyle |
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The Oxyride Batteries online program engaged the target with interactive games, an "After Hours" city blog, downloads, online media and a Yahoo IM environment |
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Emotional Connection
Online gamers loved this highly entertaining adventure involving the Oxymites and their mission to re-energize the city. Full of irreverent diversions, the Blackout Buster game was a hit from day one attracting thousands of visitors to the OxyrideMe.com website. |
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Newsworthy
In order to showcase Oxyride's commitment to the target's lifestyle, Renegade created AfterHoursCity.com. A fully editorially-independent blog, the site features the reports of 9 night crawlers in 5 cities including New York, Chicago, Miami, Los Angeles and Boston. Designed to be "discovered" by the target, the blog is gaining traction daily. Press included a second article in the New York Times, Agenda, Inc., Adage, Marketing Vox, and Event Marketer. |
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Measurably Effective
Within hours of its launch on Yahoo.com, the Oxymite IMV was being used in thousands of Yahoo instant messages. Since users elect to use the "skin", it must be more compelling than the other available options. The Oxymite IMV was among the top 3 IMVÕs at its launch and drove thousands of engaged prospects to OxyrideMe.com. |
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