AxiCom brings to life the Western Digital multimedia experience introducing WD TV Live Hub, Western Digital’s innovative media center

Western Digital recently announced WD TV Live Hub, a new multimedia hard drive that brings digital life to the next level. This launch marks WD’s strong commitment in the multimedia space, and AxiCom was challenged to introduce it to the Italian press and market in the most successful way, leveraging its innovation and taking the entertainment centre to a whole new level.

The Challenge

WD is a benchmark in the market for its hard disk products, and has always been known for the quality, reliability and high performance of its offering. The goal of the event was to further extend this positive perception to the multimedia world, generating awareness and acknowledgement by press and potential users, while highlighting WD as a pioneer in the multimedia world offering innovative and easy to use solutions.

The Strategy

AxiCom worked closely with WD, that was preparing the worldwide launch, with the challenge to achieve the best possible results on a local level. AxiCom approached a number of tech, AV, lifestyle magazines and websites, in addition to blogs and other social media.

AxiCom feeded tailored information through these channels, pitching dailies and online press, blogs, IT and lifestyle magazines, inviting journalists to the WD TV Live Hub launch event. A press briefing with a demo session was arranged, breeding the journalists’ interest and generating several review requests.

First articles on the web were positive, creating a general upbeat mood and encouraging additional product and information requests, also regarding the general product line.

The launch was followed up with a successful communication on Facebook on Western Digital Italia Fan Page.

The Result

Over 25 journalists attended the event. Comments were enthusiastic from the very beginning, leading to a growing visibility, with the whole WD Live family of products and brand.

The press covered the announcement extensively, with excellent pieces of coverage and reviews. Very positive results were achieved on online media, involving both IT/AV portals and business/lifestyle publications. Il Sole 24 Ore, Italy’s most influential  financial daily, covered the announcement soon after the launch event, while Il Corriere della Sera, Italy’s main national daily, gave high visibility to the product.

Over 20 pieces of coverage were achieved right after the event, including an additional TV shooting, and extensive presence on news-sites, blogs, and print publications.