Technology
Atmosphere TV
Situation
Chive Media Group, owner and operator of several sites and ecommerce businesses, launched Atmosphere TV, an OTT streaming network. Known as CHIVE TV at the time, the OTT channel would serve business the most viral content on the internet to keep patrons engaged and entertained. I was tapped to lead all social media and communications effort for the launch.
Objectives
•Develop and lead go-to-market digital marketing strategy encompassing communications, email, editorial and social media.
•Create and execute comprehensive communications plan focused on lead generation, B2B outreach, and consumer awareness.
•Create and execute social media plan focused on brand introduction, culturally relevant content and emerging platforms.
Strategy
•Focused outreach on top-tier media outlets focused on technology and business.
•Expert positioning for executive team tied to key branding initiatives.
•Drive lead generation through organic social media, editorial and publicity efforts.
Tactics
•Key partnership announcements: Carnival Cruises, Redbull TV, Roku
•On-brand social media: Give potential partners a glimpse of the content driving engagement from consumers through video-first social channels including Instagram.
•Utilize CMG’s site portfolio to create bespoke, on-brand content to potential business partners including restaurant/bar owners, franchises and content curators.
Results
•Secured top-tier media coverage including WSJ, NYT, Techcrunch and Digiday.
•Established Atmosphere TV social channels and grew 100K followers in less than a year.
•Digiday Technology Award winner for Best Brand Platform.
•Drove over 30,000 business outlets in the first year of operation.
