Media push for the Raspberry Pi
The much-anticipated launch of the Raspberry Pi B+ saw element14 competing head on with its primary competitor as the only distributors of the product. Both companies would have stock, at the same price, at the same time, and neither could talk about the product before 7am on launch day.
Wildfire offered a teaser for VIP media, bring filming crews to the Groucho Club for an exclusive “first look”.
Further teasers were then seeded across social channels and online forums, inviting tech enthusiasts to find branded ice cream stalls around London — putting the new product directly in the hands of the target audience.
A competition on the element14 Community was also launched, encouraging Raspberry Pi enthusiasts to submit their own design proposals using the B+.
Wildfire’s campaign dominated media coverage for the Raspberry Pi B+, with element14’s stock selling out within two days.
Wildfire’s PR campaign to launch the Raspberry Pi generated widespread buzz, extensive media coverage and significant web traffic for element14.Ken Leitch, Global Head of Corporate Communications