Media Relations and Event Activation for Super Glue Corp.’s Interactive Glue Guide

Challenge:

Nuffer, Smith, Tucker was brought on to help Super Glue Corp. unveil the Interactive Glue Guide – a phone technology that uses text messaging to provide consumers with the right glue for any situation, and directs the user to local stores that carry the Super Glue product they need.

NST initially announced Super Glue Corp.’s Interactive Glue Guide at the 2010 Consumer Electronics Association event. NST also developed a push and pull marketing plan to encourage in-store support (via signage). The team’s plan encouraged consumers to use the technology both in-store and at home to increase product demand. The NST team created engaging media kits for consumer and trade publications to reach retailers, home improvement professionals, and auto, DIY and craft/hobby consumers.

NST secured coverage in retailer trades, which focused on the benefit of advertising the Interactive Glue Guide in store so consumers could find the right glue fast, without the frustration that often prevents purchase. Consumer publications outreach educated readers about how the Interactive Glue Guide eliminated confusion often encountered in a cluttered adhesives section – a shared frustration for DIYers, auto enthusiasts and crafters – and pushed them to seek retailers that carried the Super Glue product needed for their project.

NST developed media kits that encouraged trial of the Interactive Glue Guide by including different gluing scenarios, allowing reporters to test the technology and the effectiveness of Super Glue products.

Results:

Media outreach around the CES event and the media demo kits resulted in coverage in 194 publications, including:
- Marketing trade publications, including BrandWeek’s blog and BrandFreak
- Retailer publications like Convenience Store News
- Consumer publications, including Auto Restorer, Family Time and Railroad Model Craftsman