Joost
What they asked us to do…
Serial entrepreneurs Niklas Zennstrom and Janus Friis took one look at television and decided it needed to be fixed. They’d already earned the title of disruptive technologists by revolutionizing voice and data delivery with their previous technology efforts, Skype and Kazaa, respectively.
With Joost, Niklas and Janus have created a free, global television platform by taking the best features of television (full screen, high-quality) and blending it with the best features of the Internet (interactive, community-based). To help launch a new generation of TV, Joost asked Cohn & Wolfe to:
- help differentiate Joost as a new form of entertainment
- help generate excitement and endorsement among content owners, advertisers, and early adopters
- establish executive thought leadership among key constituencies
What we did…
- Execute phased communications program to build awareness, anticipation and support
- Work with key bloggers to track online chatter about the company leading up to launch as well as disclosing key tidbits of information to these influencers to reach the early adopter audience
- Secure in-depth stories about Joost to communicate the company’s vision on the evolution of entertainment and advertising
- Position Joost management team as industry leaders with prominent speaking engagements at key events
Our results...
- Joost brand reveal was the #1 Google Tech story for two days
- More than 500,000 people signed up to gain access to the Joost beta release
- Generated significant global coverage on CBS Evening News with Katie Couric, in TIME, Newsweek, Reuters, CNET, Wall Street Journal, USA Today, Financial Times and GigaOm
- Secured more than 500 news stories around the Joost launch
- Nearly 8,000 blog posts in the first few months alone--doubling the week of the Joost brand reveal