redbox

Summary:

Redbox – the fully automated DVD rental system featuring new release DVDs for $1 per night – made its debut in 2002 with 12 prototype kiosks in one test market. In just six years, the redbox service has expanded to a national brand, featuring more than 15,000 convenient retail locations available in each of the contiguous United States. Prior to 2008, public relations support focused on market-by-market consumer education to raise awareness of the redbox service. Having achieved national status in 2008, redbox partnered with JSH&A to launch a year-long media outreach campaign targeting its three primary audiences: consumers, clients (retailers), and business media. Ongoing consumer education remained critical in new markets, while media outreach had to engage consumers in established markets to drive brand loyalty. Ongoing business and trade media outreach was necessary to further position redbox as the industry leader in the increasingly competitive home entertainment marketplace. 2008 public relations efforts generated more than 550 million media impressions with an advertising value of $4.7 million, and helped redbox double its retail footprint and expand its growing customer base in both new and established markets.

Strategies:

Create a yearlong news bureau initiative with audience-specific media announcements designed to:
- Educate consumers in new markets
- Generate repeat visits in existing markets
- Create excitement and demand among potential retail partners
Leverage redbox’s integrated marketing mix, including promotions, advertising and consumer access, and external news to create powerful media-specific stories, solidify industry position and increase awareness, trial and sales

Key Results:

Redbox’s 2008 public relations program helped support the brand’s expansion from 6,300 locations in January 2008 to more than 15,000 locations nationwide today
Media impressions to date have topped 550 million, including top media outlets such as USA Weekend, The Wall Street Journal, Good Housekeeping, “The Today Show,” CNBC, top daily newspapers nationwide and many more
Consistent brand coverage in top trade publications includes Video Business, Home Media Retailing, Kiosk Marketplace, Stores Magazine, Progressive Grocer, Drug Store News, Supermarket News, NACS Magazine and others
Advertising Value Equivalency for redbox’s 2008 public relations efforts has exceeded $4.7 million

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