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Xavix®/SSD Company Limited

SSD COMPANY LIMITED, a privately held corporation that has developed more than 100 popular consumer products in Japan, was planning to introduce its interactive technology to the U.S. under the XaviX® brand name. The company turned to Formula to launch its audio/video game system to American users and build brand recognition for XaviX to help grow its all-important consumer base.

Challenges:

  • Both SSD and XaviX had little visibility in the media
  • Existing coverage did not capture the interactive potential of the XaviX brand
  • The products had limited presence at retail
  • Competitors like XBOX and PlayStation were dominating the home entertainment market

Strategy:

  • Educate consumers and the media about how XaviX enables users to interact with their television in an entirely new way
  • Position SSD as an innovative tech company through top-tier news coverage
  • Create brand differentiation and generate ongoing buzz through a mixture of regional media relations, merchandise loans and product giveaways
  • Leverage “XaviX Xplorers” street teams at key consumer events to encourage hands-on product demos, and distribute literature and branded schwag
  • Develop co-branding partnerships with nationally recognized brands to increase awareness and drive sampling opportunities
  • Align with high-level Hollywood events to introduce XaviX to influential celebrity audiences
  • Create nationwide exposure to ultimately drive sales for key products, including XaviXTennis™, XaviXBaseball™ and XaviXBowling™

Results:

  • Secured national product placements and news stories in such top-tier business media as Business Week, New York Times, Investor’s Business Daily, CNN and Bloomberg Radio
  • Garnered exposure through numerous product features in consumer print and broadcast media ranging from Parents and Parade magazine to the Dallas Morning News and PC Magazine to “Extra!” and “The Tony Danza Show”
  • Landed SSD executive and XaviX products in coveted “Today Show” broadcast during prime holiday selling season
  • Coordinated week-long radio promotions highlighting XaviX in top 10 DMAs including Detroit, Seattle, Chicago and San Francisco
  • Executed national promotions with Guitar Center and Regal Cinemas via on-premise product demonstrations in 15 and 28 cities, respectively
  • Provided XaviX products to top artists at the Billboard and Source Awards
  • To date, media coverage exceeds 175 million impressions

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