Smart-Trike, an award-winning tricycle that can be adapted for use by babies as young as six months up to the age of three years, turned to Fineberg Publicity with a last-minute assignment to generate media coverage for its product lines sold at Toys ‘R’ Us and Babies ‘R’ Us a mere two months before the crucial holiday season. The tight turnaround required a resourceful, meticulously targeted approach to the media campaign to drive sales for the brand.
Our Solution:
Fineberg Publicity waged an intensive pitch campaign targeted to short-lead media outlets working on holiday gift guides. We showcased Smart-Trike’s unique modular design allowing parents to gradually transform the ride-on from a stroller with a microscopic handle to an independently operated tricycle through the removal of adjustable features. Augmenting our campaign with a timely newswire release and non-stop blogger outreach, we won Smart-Trike more than 200 million media impressions.
When Smart-Trike exhibited at the Toy Fair trade show two months later, we facilitated the brand’s participation in a satellite media tour hosted by toy expert Elizabeth Werner that generated 900,000 media impressions. Shortly after Toy Fair, we collaborated with noted TV contributor Dr. Gadget to place Smart-Trike on the nationally syndicated show “The Talk,” which boasts an audience of 2.6 million viewers, and as a giveaway segment on the nationally syndicated entertainment program “EXTRA,” which reaches 3 million households.
