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

The Challenge

Nuffer, Smith, Tucker was tasked to help Super Glue Corp. unveil the Interactive Glue Guide – a phone technology that uses text messages 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.

The Tactics

To begin the campaign, NST strategically announced the Interactive Glue Guide at the 2010 Consumer Electronics Association (CES) event. To increase product demand NST developed a push and pull marketing plan using in-store signage to encourage consumers to use the technology both in-store and at home. NST also created engaging media kits for consumer and trade publications to reach retailers, home improvement professionals and auto, DIY and craft/hobby consumers.

NST targeted retail trades with pitch angles that focused on the benefit of advertising the Glue Guide in store so consumers could find the right glue quicker, 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 projects.

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.

The Results

  • Media outreach around the CES event and the media demo kits resulted in coverage in close to 200 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.

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