Slingbox turns any Internet-connected PC or laptop, Mac, or smartphone into your home television. That means you can watch TV virtually anywhere in the world.  After successfully launching Sling Media in the UK, attention turned to extending Sling Media’s brand awareness into new European markets – France, Italy, Sweden, Denmark, Norway and Finland.

The Challenge

With a small team of just six in Europe, Sling Media needed to launch into new European markets in a way that would support, and not distract them from, their sales focus.

The Opportunity

Sling Media was launching a new category of product – the SlingCatcher – but first needed to establish its brand in new markets that were largely unfamiliar with the place-shifting of TV viewing through the local launch of more established products including Slingbox PRO and SOLO.

Working through its local retailer partners, the in-country PR teams worked with Sling to manage the launch of the Sling Media brand into these new markets, including localizing materials and establishing local market proof points. By building on the experience already gained in the UK, the extended European team could quickly and efficiently take the Sling Media story to the local consumer technology and lifestyle media without overburdening the very lean Sling Media team in Europe.

The Campaign

A series of launch activities were staged in Paris, Milan, Stockholm and Helsinki targeting national media and consumer technology and lifestyle publications.  Following  the announcement of availability of the Sling Media products through local retailers, a proactive product review programme swung into action to showcase the complete breadth of the portfolio and drive consumer understanding of the place-shifting of broadcast and Internet TV content.

The Results

In the UK alone, over 200 pieces of media coverage were generated, with a reach of over five million. Extensive online, print, broadcast and blog coverage across all media types including national, broadsheet, tabloid newspapers, radio and lifestyle media. Features achieved included F1, Aircrew, The Daily Star, T3.

The new products have received many glowing reviews, with 5 star awards given by a number of high profile publications.

Celebrity endorsements received from Michael Caine, Russell Brand and Olympic gold medalist Bradley Wiggens.

Across Europe, coverage has appeared in key broadcast, consumer technology and lifestyle publications in Sweden, Norway, Denmark, Finland, France and Italy.