Case Study: AppColony
Distracted driving, which includes texting, calling or emailing while behind the wheel, is one of Canada's biggest public safety issues. In fact, recent studies show distracted driving contributes to 80 per cent of all car crashes in Canada.
To help combat distracted driving on Canadian roads, AppColony, a Calgary-based technology company, developed a revolutionary new app called OneTap, which intelligently manages calls, texts and alerts so users can drive free from distractions, while relieving the anxiety associated with being disconnected.
Our Strategic Objectives Social PR Team developed a 360° Social PR Strategy that tapped both the digital and traditional news makers to introduce OneTap to top-tier Canadian media and influencers and establish the app as an important part of the distracted driving story and solution.
We kicked off our campaign in Calgary, Alberta, where Ted Hellard, AppColony CEO and founder, has strong media credibility. We hosted a media-packed news conference featuring Rick Hanson, former Calgary Chief of Police, who emphasized the need for a tech solution to combat distracted driving. Building on the momentum, we headed east to Toronto and Montreal, where we invited key media to learn about the app at exclusive news conferences.
We complemented our traditional media and blogger relations with #JustOneTap, an online social campaign designed to encourage Canadians to download OneTap and end distracted driving.
This compelling story spread from coast to coast. In a few short weeks OneTap secured more than 75 million positive impressions including coverage in: The Globe and Mail, Citytv - Breakfast Television, The Toronto Star, and HuffingtonPost.ca.