Background
In 2000 Israeli mobile telecommunication pioneer GEO Interactive was the world’s first company to put streaming video on a mobile device. As the previously booming Internet economy began to implode, the worldwide technology and financial markets looked to 3G telecommunications as a shining opportunity but few companies could articulate a viable business model. GEO Interactive’s business was to supply handset manufacturers with its chip technology and carriers with its back-end streaming servers.

Challenge
GEO Interactive was a technology-driven company with no clear brand identity or marketing messages. The company enjoyed reasonable traction in the European telco markets but had no marketing or commercial presence in the United States. Geo Interactive’s patented Emblaze™ A2 video ASIC chip technology was first employed by Samsung Mobile in its SPHX-2000 MPEG4 streaming video cell phone and whereas the company had announced the product in advance of signing with Griffin, there had been minimal editorial traction.

Griffin was hired in November 2000 and, on close examination of GEO Interactive’s communications efforts, recommended the company change its corporate name to that of its flagship technology.

Doing so the agency was convinced would provide potential partners with a clear connection between the company and its groundbreaking technology and also simplify communications with partners, customers and press. Geo Interactive became Emblaze Systems on February 8, 2001.

The next step taken was to launch an aggressive media outreach program to the U.S. business, technology and wireless trade press with the Samsung SPHX-2000 as the hero — effectively the embodiment of Emblaze chip technology and the enabling technology for a new generation of telecommunications media services and businesses.

The results were immediate and impactful with placements on CNN, CBS Marketwatch, Newsweek, Wireless Week, The New York Times and a comprehensive array of trade and technology outlets. These results were achieved through the implementation of aggressive pitching and follow-up, media tours, trade show media outreach and broadcast programs.

In addition to its media relations program, Griffin provided Emblaze Systems with other related services including special events, speaking opportunities, white paper development, advertising planning and branding services.