Establishing Relevance in a Crowded Market
Challenge: The tablet market is crowded, dominated by a few key players making it hard for Dell to break through to the consumer audiences.
Insights: Dell needed to bring the “cool” factor into its launch of its Venue tablets and XPS systems and increase Dell’s relevance in the tablet market.
Solution: A #DellVenue communal workspace and pop-up store in NYC’s Chelsea neighborhood allowed New Yorkers to experience the new products first-hand, and played host to 14 unique events and 100 hours of curated programming. A press conference attracted 80+ top tier tech and business press and was followed by a reception for 50+ lifestyle press and influencers catered by Bravo star Chef Roble.
- The pop-up attracted broadcast and lifestyle outlets that do not typically cover product launches, including The Wall Street Journal, The New York Times, USA Today, Associated Press, NBC Today Show, ABC News, CBS Interactive, Cosmopolitan, Allure, Glamour, Men’s Fitness and Marie Claire.
- PPR helped Dell garner 147 traditional media articles and 1.1 Billion media impressions. The press conference livestream received 1,200 views.
- Nearly 7,500 consumers visited the #DellVenue space throughout the 17-day activation.