PR AND DIGITAL MARKETING FOR AGENTS OF CHANGE
MONTREAL & VANCOUVER

CASE STUDY

General Hardware PR

POWERUP

POWERUP is a line of app-controlled paper airplane drones that let aspiring pilots feel like they are in the cockpit flying their very own plane.

Mission

We were tasked with handling general PR to boost brand awareness and position POWERUP as a leader in the RC and drone space. Our primary focus was the company’s Kickstarter shipping announcement & retail launch for their third core product, a FPV paper airplane drone with live streaming camera. Secondary to that was to get continued exposure of the two earlier products via Christmas gift guide roundups, and manage POWERUP’s CES presence.

Challenges

Before working with us, POWERUP already had a slew of media coverage for their three core products. Because the FPV product already had a lot of (digital) ink online from their crowdfunding campaign, the real test was finding ways to encourage outlets to write about the product again.

Response

By analyzing coverage in the category, we identified new, relevant leads. We piqued interest through the coordination of more than 50 shipped beta units to journalists, reviewers, YouTubers and more to test the demo the tech firsthand.

Results

The timeless and quirky nature of the app-controlled paper airplanes proved to be compelling and media relevant, regardless of the time of year.

In 7 months we generated over 123 total media placements. These came in monster sized tech outlets like Engadget, Digital Trends and BGR. We also secured placements in important media in other categories including AdWeek, National Geographic, USA Today and Popular Mechanics.

The video centric outlets, who have become a critical segment for consumer technology products in the last two years, responded very favorably to PowerUp. We secured placements in LADBible and the Daily Dot which resulted in over 1.7M and 2.6M views, respectively, and drove significant sales.

There is a lot of cynicism surrounding crowdfunding as a result of many pie-in-the-sky projects that were unable to deliver on their promises. With humble roots and a great idea, POWERUP is a testament to the power of the Kickstarter platform to help bring creative projects to life. The key factors in taking a company from the Kickstarter stage to being a real brand with a retail presence are marketing and PR. We’re glad to have helped POWERUP at a critical stage in its development.

Sample
media
coverage

The paper plane of the future…

LADBible. September 1/16

Turn any paper airplane into a remote controlled drone.

The Daily Dot. November 3/16

Nostalgia and Tech Combine in POWERUP FPV, the Paper Airplane Drone

TechCo. January 3/17

Uber Geeks Holiday Holiday Gift Guide 2016

Engadget. December/16

Top 10 Drones for 2017: The Beginner’s List

National Geographic. November 24/16

Big boy toys: The CES tech you won’t need, but will definitely want

Stuff. January 8/17

CONTACT

Interested in talking about how we can spread your propaganda far and wide? We’d love to help you alter the existing order, defeat the armies of darkness and foment revolution.

Email us at info@properpropaganda.net
You can also call us at

MONTREAL

(514) 605 9255

VANCOUVER

(778) 858 2595