Client: Kadoink

Project: Strategy, marketing and promotion

  • Project Overview

    • Dates of Campaign: June 1- January 30, 2008
    Kadoink/NPI created a campaign establishing and promoting Kadoink, the powerful web-telephone based platform that integrates SMS, IM and voice into a single hosted system compatible with any carrier or handset. Through its technology, Kadoink provides a suite of communication widgets and services such as phone-casting, audio blogging, micro-blogging, instant and large scale group communication (calling & text messaging) as well as mobile advertising (SMS and audio interstitials) and the ability to store it all with the calendar feature.

    NPI created and implemented a comprehensive campaign to infuse the Kadoink platform into the essential marketing habits of the targeted fields of entertainment by building awareness and generating adoption. NPI created outreach tools needed and proceeded to educate and convert the targeted companies to become Kadoink users and created the viral bombs to facilitate growth of Kadoink’s presence and establish it as the hub of cell phone marketing, commerce and innovation.

  • Challenges
      • Product development consulting
    • Helped to refine and tailor pitch for each potential client/user
    • Help mold Kadoink brand: Provided feedback on product services, presentation, web design and functionality
    • Worked with Kadoink to identify appropriate services to prioritize for meetings with specific companies
    • Entertainment industry outreach and strategy: Identified and targeted markets/genres with best viral
    • potential to embrace Kadoink’s services, with emphasis on music-oriented companies
    • Conceptualized viral kadoink-powered products and applications to be launched in existing social networkssuch as Facebook, Myspace, Bebo

      Attracted potential users through promotional contests/events that featured exclusive material from a genre-loved artist (voice message, song clip, etc) Circulated KaDoink message (key taste makers/opinion leaders) through:
    • A Town Hall meeting with local bands/industry folk in SF
    • Blasts to Noise Pop email lists
    • Introductions to our key tastemaker relationships
    • Developing marketing plans for companies to use Kadoink as a promotional tool.

      • Strategized with Kadoink on band outreach
    • Labels/Bands: Promoted new releases, tours, singles, etc. Met with key music industry professionals including record label staff, artist managers, event promoters to discuss Kadoink.
    • Facilitated artist sign-up and education and encouraged all artists to use Kadoink
    • Provided ongoing strategy sessions
    • Facilitated Introductions to various managers, booking agents and labels, as well as comedians, actors and other notables

      • Venues/Promoters/Festivals:
    • Introduced Kadoink to radio stations and
    • Announced shows, played clips of songs, ran contests via Kadoink
    • Noise Pop Events: Treasure Island Festival Fall 2007 (featuring Modest Mouse as headliner and catering to 10,000 people over two days). NPI created and executed a treasure hunt using the Kadoink platform.
  • Tatics
    • NPI key staff participated in conference call meetings to discuss strategies and provided constructive feedback to Kadoink, including the site and user ability as well as brainstorming unique ideas as a means of reaching out to potential Kadoink users
    • NPI reached out to artists with direct emails, individual letters, phone calls, and online community messaging
    • NPI included Kadoink messages in numerous Noise Pop email newsletters and on the Noise Pop website as well as displaying web banners on the site
    • NPI reached out to artists and labels via Myspace bulletins and messaging
  • Results
    • NPI introduced Kadoink to various high level Labels/Radio Stations/Music Events/Clubs leading Kadoink to relationships enabling them to further their platform in mulititudes of categories
    • NPI introduced Kadoink to numerous bands, facilitating sign up and education and encouraged Kadoink to utilize exclusive content to better establish their platform
  • Quotes and Links