Creating a Category

Autonet Mobile: Company Launch

The Client

Autonet Mobile, based in San Francisco, CA, develops and markets a wireless internet hotspot for the car.  The company came to Media Strategies in January 2007, seeking a public relations partner to help launch the company at the Consumer Electronics Show.

The Assignment

Help a small start-up to stand out at one of the industry’s largest, and busiest, tradeshows; position the Autonet Mobile service as a lifestyle product rather than a niche gadget.

The Strategy

Selectively approach high-level media with “inside” look at the technology; leverage press receptions at CES (Showstoppers) to forge on-going relationships with journalists

The Results

More than 500 press hits in consumer, business, broadcast and technology outlets including:  USA Today, Fortune, MSNBC, Fox, CNN, New York Times, Wired, Associated Press (resulting in an additional 100+ stories in regional newspapers across the country)