AVID

Building on a concept that originated in a Massachusetts garage in 1987, Avid has become the world leader in digital media creation tools for film, video, audio, animation, games and broadcast professionals, as well as for video and audio enthusiasts. Today, the vast majority of primetime television shows, feature films, commercials and chart-topping pop music videos are edited on Avid products.

Going head to head in the post production space with behemoth Apple, Avid hired Formula to roll out a full-scale national public relations campaign program to maintain the company’s leadership position.

Challenges:

• Counteract growing coverage of Apple’s Final Cut product
• Make Avid the talk of the town at NAB 2007 – the industry’s most important trade show – despite enormous competition for both media and attendee attention
• Establish a connection with next-generation and independent filmmakers, an audience that is traditionally difficult to reach much less influence

Strategy:

• Develop and execute a comprehensive and aggressive media relations campaign to reach and positively influence Avid users, media and key decision makers in the space
• Support Avid’s presence at NAB 2007 by securing media interviews (and resulting coverage), coordinating product demonstrations and securing media attendance at Avid’s press event
• Build buzz around Avid online via a blogger outreach campaign, and creation of an Avid MySpace page that serves as a multi-faceted information hub, to encourage and initiate ongoing dialogue with next-generation film editors

Results:

• Coverage on Avid and its products was secured in virtually every top-tier industry trade publication and corresponding Web sites, including Filmmaker Magazine, Editors Guild, MovieMaker, Hollywood Reporter, and Below the Line.
• Twenty-three in-person media briefings were secured at NAB; nearly every significant trade media outlet in attendance, including Studio Monthly, Post, and Millimeter
• More than 250+ media attended Avid’s press event, both affording company executives a chance to further educate media on the brand’s products and services, and creating an informal networking environment that has resulted in increased coverage since the show
• Created online buzz for Avid and forged solid relationships with influential bloggers that write for The EditBlog, Studio Daily’s blog and HD for Indies, to name a few; Furthermore developed Avid’s MySpace page which remains active with a growing list of “friends”

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