MegaPhone Labs
Helping an Established Startup Break into a New Market: TV

MegaPhone Labs, the market leader in phone-to-screen interaction across multiple platforms, already had an established presence in the digital signage industry.  Its technology, which enables consumers to participate in games, voting and other activities via their phones, had been deployed in Times Square and more than 40 major league sports arenas and events venues. Its success was achieved with just a handful of employees, in less than three years. 

In 2011, MegaPhone Labs was ready to break into new market – television—with its first TV product, DialPlay TV.

MegaPhone Labs engaged Breakaway Communications to develop and execute the strategic launch of DialPlay TV.

 Our Strategy:

Breakaway and MegaPhone Labs determined that the most strategic timing for the launch was just prior to the TV of Tomorrow Conference event in May 2011. This would ensure momentum going into the show while stealing thunder from the competition. As a start-up seeking Series A funding, this timing also helped build awareness of the company prior to its next milestone: conversations with VCs.

The Methodology:

  • Leading up to the launch, Breakaway worked with MegaPhone Labs to determine messaging, clear customer references, and create supporting content such as videos and screen shots
  • Breakaway coordinated 15 pre-briefs leading up to the announcement with targeted media, bloggers and analysts such as VentureBeat, Multichannel News and Gartner
  • The team ensured that customers were available to speak with the media to add the necessary third-party validation of DialPlay TV
  • We leveraged social content by creating and distributing a social media press release that linked to videos, images and other content

The Results:

  • Coverage has exceeded more than four million impressions
  • There have been more than 400 articles and reprints around this news
  • Coverage has led to additional conversations with potential investors
  • The momentum created with this launch has opened the door for additional PR activities with new customers
Coverage Highlights:
  • “MegaPhone Labs uses smartphones to make TV more interactive,” VentureBeat
  • “MegaPhone Labs Enhances DialPlay TV,” Broadcasting & Cable
  • “MegaPhone Intros DialPlay Interactivity Solution,” TVNewsCheck
  • “TV Programmers Turn to Phone for Interactive Solution,” itvt


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