Choose speciality channel:   Choose sector channel:     Search the site

Case Studies


iPad ‘Touching Stories’ multipronged PR campaign

iPad ‘Touching Stories’ multipronged PR campaign


Each time a new gadget craze sweeps the Internet, there's a high probability that the movers and shakers in the advertising world will be among its earliest (and most enthusiastic) adopters -  especially if the brand name "Apple" is attached.

When the tech giant released its interactive iPad tablet in May, developers and producers working in the ad space immediately began to explore its implications on filmmaking..

Santa Monica-based production company Tool of North America responded to the release of the iPad by producing ‘Touching Stories’, a series of four interactive live action shorts that allow viewers to touch, move, shake and turn the screen to seemingly control the outcome of each story.

Available as a free downloadable app from the iTunes store in June, the film series launched with an exclusive behind-the-scenes feature on Fast Company magazine's website.

‘Touching Stories’ leverages the interactivity of the iPad to expand the ways a film director is able to tell a story, but the concept also has implications in the realm of branded consumer experiences.

With that in mind, Tool turned to its longtime PR company Trust to get the attention of a very specific audience during the Cannes Lions International Advertising Festival: the top creative minds in advertising.


Rather than plot a traditional PR effort aimed solely at the ad trades, Trust opted to go directly to its target audience utilizing all relevant social media channels.

An unconventional film project deserves an unconventional PR strategy, so Trust came up with the concept for a multipronged guerrilla PR effort that included designing and developing a website: to engage social influencers, trade press and key creatives at some of the largest and most respected agencies in the United States and Europe.


Trust embarked on a massive data cull which required them to come up with a list of 500 leading advertising influencers and collect their personal information from a variety of social media channels; including Facebook, Twitter and LinkedIn. Armed with this information, Trust then developed that consisted of a collage of 500 thumbnail faces.

Visitors could scroll over the photos to enlarge them and link to the subject's social networking pages. TRUST staffers manned the campaign's Twitter feed and engaged with Cannes related Facebook pages, posting updates like "We got tickets for the Shots party", "Can't wait for Massive Music" and "What's the deal with this haveyoubeenshortlisted site?"

The homepage also integrated Facebook's "Like" feature and other share options so visitors could spread the word far and wide. The guerrilla campaign drove traffic and generated buzz among industry associations, bloggers and tweeters.

Execution and Results

During the week-long festival, contenders were whittled down in phases, their photos blurred out and hyperlinks deactivated. Once the 15 pre-selected winners were finalized, the Trust team tracked down each one in Cannes and surprised them with a free iPad preloaded with Tool's ‘Touching Stories’ app.

The Trust team, armed with still and video cameras on the ground in Cannes captured the deliveries and then posted it on the campaign site.

With the lucky few in possession of their new gadgets, the campaign site was redesigned to showcase the winners with the additional participants faded out in the background.

Winners included Ogilvy, New York Chief Creative Officer Lars Bastholm; Wieden+Kennedy, Portland Interactive Creative Director Iain Tait; Leo Burnett Chief Creative Officer Susan Credle; Mother Creative Director Nicke Bergstrom; droga5 Executive Creative Director Ted Royer and Crispin Porter + Bogusky's Director of Integrated Production David Rolfe.

Just as social media channels and interactive devices such as the iPad are offering filmmakers new set of tools to tell stories, so too are these channels challenging and empowering PR firms to bypass traditional media outlets and directly engage their target audiences.

free prescription drug discount card free viagra coupon
cheat click why husband cheat on their wife
can i take antabuse and naltrexone can i take antabuse and naltrexone can i take antabuse and naltrexone
discount prescriptions coupons printable coupons for cialis
abortion pics abortion clinics in miami abortion laws by state
drug coupon prescription coupons
cialis free sample coupons link pet prescription discount card
discounts and coupons partial abortion when is it too late to have an abortion
bystolic coupons for free site when will bystolic go generic
discount coupons for prescriptions prescription drug discount cards
the day after pill abortion clinics in dallas tx
doxycycline for dogs uk doxycycline for dogs uk doxycycline for dogs uk
does an abortion hurt first trimester abortion why should abortion be illegal
sumatriptan 100 mg sumatriptan 100 mg sumatriptan 100 mg
viagra buy viagra cheap online viagra
sildenafil teva link sildenafil 1a farma 100 mg
cloradex costo open clorexidina
pro-choice abortion facts how many abortions can you have pill for abortion
coupons cialis prescription transfer coupon coupons cialis
price of abortion pill buy abortion pill
cialis cialis 20mg cialis
free cialis coupons cialis coupons from lilly
cialis manufacturer coupon 2016 coupon for cialis prescription transfer coupon
priligy hinta priligy 60 mg priligy 60 mg
abortion pill facts abortion pill law abortion pill definition
facts on abortion terminate pregnancy pill where to do abortion
abortion at 15 weeks abortion clinic dc abortion rules
nalterexone ldn medicine naltrexone ms
methsuximide naltrexone side effects naloxone challenge

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.