Portable Computer Systems
OutTake: Launch of the XPC complete systems with a NYC gaming press event that had 79 editors attend to try out the new XPC.
Situation – Copernio’s team was retained for the launch of the Shuttle Computer complete systems. Shuttle Computer was well established within the gaming and enthusiast market space with their barebones systems. However, given that their barebone XPC systems required technical assembly, they were virtually unknown to the broader consumer market. To take advantage of the untapped consumer market, Shuttle decided to launch complete systems in the first quarter of 2004, followed by a line of LCD monitors in the second quarter.
Action – To facilitate the launch of the XPC systems, Copernio seeded samples with key editors during a 4 day New York press tour, including: TWICE, Penthouse, PC Magazine, Maxim, Newsweek, Rolling Stone, Bloomberg Radio, CNET, Computer Shopper, Laptop, PC Upgrade, Tech Edge, Financial Times and Sound & Vision. After a successful launch, a COMUTEX preview press event was held in NYC to expose consumer and computer editors and analysts to the XPC system and LAN gaming.
Results – The preview press event resulted in 79 attending editors and product inquiries from: ABC, Bloomberg, Building Design &, Construction Magazine, C4 Trends, CNET, Columbia News Service, Computer Shopper, Computer World, CRN, Digital Connect, eContent, Electronic Photography News, Forbes, Future Media, Good Housekeeping Institute, Independent News Service, LAPTOP, Surge, LinuxWorld Magazine, Men’s Health, Morgan Stanley, New York Daily News, New York Times, Newsday, Newsweek, NPD/Techworld, PC Magazine, Investors Business Daily, Penthouse, Playboy Magazine, Pocket PC Magazine, Popular Photography & Imaging, Popular Science, Rolling Stone, Smart Money, Sync, Time Inc., Wall St. Journal, Washington Post and ZDNET, among others.