Evzdrop Launch Campaign Makes a Splash Among Chicago Media and National Tech Scene
Evzdrop is a mobile app and Web platform that connects people to places in real time using geofencing technology. Users can “eavesdrop” on local businesses to get an inside look at what’s happening from the people who are present and posting about their experiences. Location-verified users on site can post comments, questions and reviews. Businesses in the network can respond and connect with those customers in real time.
Prior to the official app launch on iOS, Evzdrop wanted to build a substantial user base comprised of both consumers and business users – specifically hotels, restaurants and entertainment venues that could benefit from the real-time insights Evzdrop generates. Evzdrop engaged Walker Sands to launch the app in Chicago and build a presence in the national tech media for its innovative use of geofencing technology and focus on real-time CRM.
“…this app is a godsend.”
For businesses, the app provides a new communication channel to connect with consumers whose real-time feedback can have a direct impact on sales as businesses can respond to and engage customers while they are onsite. Customers benefit from a direct line of communication with a business and valuable information from real-time, onsite user reviews. Customers can even earn priority status and special treatment as a result of their communication. Walker Sands was tasked with designing and promoting messaging that would resonate with each of these audiences and communicate Evzdrop’s value proposition.
With support from Evzdrop, Walker Sands developed a creative public relations and marketing campaign designed to generate widespread media attention, attract businesses, engage users and early adopters, and drive app downloads.
"On the whole Evzdrop looks like an attractive application, with a good focus on providing data services to companies that its users interact with."
Walker Sands started by identifying key audiences and influencers to target with the news of Evzdrop’s launch. Since the app was launching in Chicago, a top priority was reaching local news outlets, including print, bloggers, TV and radio, as well as local retailers and restaurants by securing high-visibility placements and through word-of-mouth marketing. Key elements of the launch campaign included:
As a result of Walker Sands’ efforts, Evzdrop’s launch exceeded initial expectations, producing more than 150 unique media placements in a variety of key publications. This credibility aided in more than 50 partnerships with local businesses, including Blue Man Group, Chicago Architecture Foundation, Epic Burger, dana hotel and spa, The Berghoff, Wow Bao, and Paris Club.
Walker Sands raised visibility of Evzdrop as an innovator in the location-based marketing space through placements in national tech outlets like GigaOm, PandoDaily, Business Insider, CNBC, Appolicious, 148Apps and Forbes.
Thought leadership articles touting Evzdrop’s perspective on timely issues such as balancing location-based technology and consumer privacy, and how companies can manage growing amounts of social media data, appeared in Huffington Post, Social Media Weekly and other widely read blogs, including Chicago Ideas Week and Built in Chicago.
“This is an awesome idea…”
Walker Sands also secured contributed articles in restaurant trade publications, such as Restaurant Hospitality, Fast Casual Restaurant Daily and QSR Magazine. By positioning Evzdrop as the No. 1 app for Black Friday shopping, Walker Sands was able to reach both local and retail trade media, including coordinating a segment on the 6 p.m. NBC 5 news. The segment produced the largest spike in downloads for the campaign and was picked up by news outlets across the country.
Walker Sands facilitated several high-profile speaking engagements and live-pitch events for Evzdrop’s co-founder and CEO. These included Built in Chicago Launch, Techweek Chicago, Social Media Week, Technori Pitch with 500 tech enthusiasts in Chicago, SF New Tech in San Francisco and South By Southwest’s V2Venture pitch event in Las Vegas. V2Venture selected Evzdrop as one of only five startups out of more than 200 applicants for the “Mobile and Tablet Technologies” category.
Evzdrop received notable recognition and several award wins, including being named one of CIO Magazine’s “10 Hot Social Media Startups to Watch,” Tech Cocktail’s “Chicago’s Hottest Showcasing Startup,” one of Red Rocket’s “Best Startups of 2012” and a finalist for “Mobile App of the Year” by the Moxie Awards.
Designed in conjunction with Evzdrop’s marketing team, the Evzdrop Ambassador program increased the number of weekly posts on the app by more than 200 percent and comments by 300 percent within the first six weeks of the initiative.
By the end of the seven-month launch campaign, Evzdrop received more than 8,000 posts at more than 4,200 unique locations around the world and more than 85,000 user sessions. Overall, the app launch campaign was successful in raising Evzdrop’s profile both locally in Chicago and on a national scale, and generating a solid new user base of businesses and customers.