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element14

The first Raspberry Pi computer took the world by storm in 2012. The much-anticipated first major revision, the Raspberry Pi B+, was set to launch on 14 July 2014. As one of only two distributors, element14 would be competing head-on with its competitor on launch day. element14 needed a high-impact PR campaign that would dominate media coverage, engage directly with Pi enthusiasts and drive traffic to its Raspberry Pi website to encourage sales.

Our Approach

Our PR campaign was designed to create mass-market awareness, while appealing directly to the primary buying audience of engineers and tech enthusiasts:

  • VIP media event with exclusive access to the Pi B+ on launch day
  • Two branded stalls set up in London giving away free ice creams – and 100 Raspberry Pi products to those with a ‘secret code’
  • Social media activity, using an #extraraspberry hashtag to promote the secret code for the product giveaway

Combining media outreach, social engagement and stunt activity, Wildfire’s PR campaign to launch the Raspberry Pi B+ generated widespread buzz, media coverage and significant web traffic for element14. The creative campaign was brilliantly executed and had a direct impact on our business, with hundreds of thousands of units out within two days.

Ken Leitch
Global Head of Corporate Communications

The Results

15

journalists attended the launch event

1,079

mentions of element14 brand on launch day

82%

share of voice for all Raspberry Pi media coverage

20,000

visits to the element14 Raspberry Pi landing page

100+

enthusiasts travelled to the Raspberry Pi ice cream stalls

357,000

impressions on Twitter and 350 retweets

25,000

clicks, likes, comments and shares on Facebook posts

What Next?

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