BuzzCity

Background

BuzzCity is a global mobile advertising network offering brand owners, mobile agencies and publishers access to a global advertising platform to reach the ever connected consumer. BuzzCity is based in Singapore with offices in London, Paris, Bangkok, Mumbai and Cape Town.

Brief to CubanEight

CubanEight began working with BuzzCity in 2010 and the current brief is to:

  • Lead global PR strategy
  • Advise on content and angles when global data and reports are released quarterly
  • Increase the quality and reach of coverage
  • Raise BuzzCity’s profile as a thought leader in the field of mobile advertising

Campaign strategy

The key objective for the PR campaign was to increase exposure of the BuzzCity brand internationally, creating engaging PR activity for the marketing and business media.

Tactics/activity

Quarterly report – BuzzCity’s knowledge of the global audience is a key differentiator due to the insight that it gathers from its own network. Every quarter BuzzCity shares a survey providing insights into the world of mobile advertising, including market-specific data. CubanEight works with BuzzCity to develop the topics or themes for the campaign to ensure relevance and timeliness for the media.

Media briefings – Being headquartered in Singapore, it is essential to maximise the face-to-face time that we get when the CEO visits the UK.  CubanEight sets up media and analysts briefings for Dr KF Lai. This often coincides with the quarterly reports so that the briefings  cover an update of BuzzCity as a company as well as the news.

Roundtable – In order to increase BuzzCity’s profile as a thought leader CubanEight planned a roundtable event whereby media, including the Wall Street Journal Europe, Mobile Marketing,Helen Keegan (a key blogger in the mobile space), could participate in a debate led by Windsor Holden, an analyst at Juniper research. This provided a platform for discussion around the growth of mobile advertising and how it is changing the digital marketing landscape and we issued the output of this as a blog that was picked up by Fourth Source, M and M Global and The Drum.

By-lines – As part of the thought-leadership programme for BuzzCity CubanEight regularly writes by-lined articles on topics relating to the trends and the growth of the industry, sharing BuzzCity insight and promoting it as a leader in the field.

Global campaign – CubanEight manages BuzzCity’s global campaign by leading on strategy and content, for example creating and sharing point-of-view documents and other content with the international team which can then be tailored to individual markets.

Campaign outcomes

To date CubanEight has achieved:

  • 100% positive media coverage
  • An increase in media coverage secured in key industry publications including Wall Street Journal Europe, BBC News, Mobile Marketing, IDG Connect, Mobile Marketing Association, M and M Global, Strategy Eye, Mobile Entertainment, to name a few.
  • Management of international agencies, including those in Malaysia, Indonesia, Thailand, South Africa, India and France
  • Strong relationships with key journalists and analysts who continue to call on BuzzCity for its global insight and knowledge of mobile advertising