Case Study 2

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WHO: Kaleidescape

WHAT: In 2003, Kaleidescape was the first whole house DVD server (that became a media server) that set out to change the way movies were stored and shared around the home.

WHY: Poised to launch a revolutionary product for the home theater market, Kaleidescape needed a PR firm that specialized in the CE industry to effectively launch not only the company, but an entirely new category of product.

HOW: Without a supplementary advertising or promotional budget, the PR program was strategized and implemented to build brand awareness for the Kaleidescape System. Caster pursued a wide-net media outreach campaign that included channel product reviews, business and news features, award submissions, and extensive new product placements in target media outlets to achieve the goals set by the team.

ROI: In a 12-month period, Kaleidescape was featured in over 400 stories. Its coverage proliferated high-profile media such as The New York Times, The San Francisco Chronicle, Popular Science, Robb Report, Forbes, Wired, etc. Its product was reviewed in core A/V publications such as Sound & Vision, Home Entertainment, The Perfect Vision, and more. The company secured top industry awards and honors. Without any advertising, Kaleidescape signed dealers, sold product and gained credibility while establishing itself as a leadership brand in its marketplace. Kaleidescape's number of impressions broke 250 million and its CPM for 2004 was less than one dollar per thousand.