Engaging Online Communities Around a Tech Product Launch


Featured in WIRED, Engadget, Gizmodo, and more

Executed global PR campaign for Apple co-founder Steve Wozniak

“I just wanted to thank you, the whole gang at The Pollack Group for your attentiveness and hard work with regard to our tradeshow presence. I have to say that we’ve received a lot of compliments about your work at our booth. In addition, everyone here at Axiotron was extremely pleased with your pleasant professionalism in general and your deft handling of the media in particular during the show. Also, I am personally grateful for your assistance during several long days and a couple late nights assisting with press releases and the like. All of it is greatly appreciated.”

Manager, Marketing Communications, Axiotron

The saying “no news is good news” did not apply to Axiotron, an award-winning, authorized Apple Proprietary Solution provider that built its reputation by adapting consumer technologies to innovative new products.

After the company suffered product delays, it faced stern customer backlash from the online community. Complaints stemmed from the company’s lack of news and unresponsiveness when questioned about product availability, and its reputation suffered. We were tasked with generating media and consumer interest, as well as lifestyle engagement, in the product launch of the Mac® Axiotron Modbook, an innovative pen-sensitive LCD tablet—particularly within the design industry. Immediately, we increased online community engagement and fed Axiotron news particularly around key event/trade shows.

We partnered with artists and designers to present their art work in the booth at the Macworld show, which focused on design and digital art and earned wide attention.

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