![]() To provide an additional incentive to use the SpotLife software, the webcams and this free technology, SpotLife committed to giving away significant monetary and technology awards to those who agreed to communicate via the SpotLife site.ĭistributed press releases and print photographs of the event directly to additional media interested in covering the event. Through media interviews with Wilcox staff and students, we showed that Wilcox is an institution with a commitment to technology, and it’s a school that cares about its students’ futures – Wilcox and SpotLife are helping families and friends stay in touch. In addition, we installed a few SpotLife-enabled cameras in the Wilcox computer lab for students to test, and we presented a demonstration of SpotLife in two senior technology courses and to the entire graduating class at their graduation practice. The students were made available to TV and print media for interviews, and they were profiled in the Video News Release. In these meetings, we identified key students and teachers who were excited about SpotLife, and we planned to use those individuals as references over the course of the year. Leading up to the graduation ceremony, we met frequently with teachers and students to prepare for the event and to ensure the success of the program. Our primary strategy for this campaign was to interest students from the Class of 2000 to use this new form of technology to maintain visual and audio contact with friends and family living in different parts of the state, the country, or the world. Highlighting how SpotLife can help friends and family break down geographic barriers and share life events via personal video broadcasting.Demonstrating the ease-of-use of the SpotLife technology.Defining a new category that literally changes the way people communicate, driving market adoption of Personal Video Broadcasting.Increasing awareness of the SpotLife service on a national level.Our specific objectives for this project included: Once we had selected Wilcox High School located in the Santa Clara School District, we met with the superintendent and school administrators to work out the logistics involved with attending the graduation ceremony and making this event a reality. Also included in our search criteria were the number of seniors who planned to attend college the following year after graduation and the percentage of those students attending schools outside of the immediate area and/or the state. In order to locate a school that had found a successful way to integrate technology into their curriculum, we researched a number of local high schools and school districts in the Silicon Valley. After considering several branding campaigns, Blanc & Otus Public Relations recommended a plan that would center around a graduating class of 2000 living in the heart of the Silicon Valley. The solution to achieve all of SpotLife’s goals was to participate in a local event in a manner that would resonate on a national level. Because Personal Video Broadcasting is most effectively conveyed through visual means, SpotLife needed a vehicle that would allow them to communicate with the public through broadcast television in particular. In order to accomplish this goal, SpotLife planned to aggressively pursue strategic programs with national reach, introducing Personal Video Broadcasting to a broad market, and establishing it as an easy-to-use, affordable, and necessary communication vehicle.Īs a young startup operating out of Silicon Valley, SpotLife needed to reach people across the country through a story that made Personal Video Broadcasting relevant to their lives. Thus, SpotLife looked to define a new category in this space, challenging people to change the way they communicated, driving market adoption of Personal Video Broadcasting. While web cams and Internet broadcasting had been around for several years, it was a market space cluttered with voyeur-cams and video conferencing. In early May 2000, SpotLife launched its personal video broadcasting service that gave people the ability to broadcast live or stored audio and video content over the Internet. This event was successful in garnering local and national print and broadcast attention for the small Internet company, driving thousands of new users to the site. Graduates received the Internet cameras and SpotLife software with their diplomas during the graduation ceremony. The goal was to provide the students with a new way to maintain contact with their friends and family after high school. SpotLife, a small Silicon Valley start-up, joined with parent company Logitech in June 2000 to donate 400 SpotLife-enabled QuickCam Internet video cameras to a local high school’s graduating class.
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