How PR helped Fuzzy Logic, a games, augmented reality (AR) and apps developer, to build brand awareness, educate audiences on AR and its possibilities, and position the business, as well as its founder as experts in the field.
About Fuzzy Logic
Fuzzy Logic, a games, augmented reality (AR) and apps developer is at the cutting edge of software technology. Based in George in the Western Cape, Fuzzy Logic was formed in 2011 by Gauteng-born Jason Ried, and brings together top-class artists, animators and programmers, with the more experienced members having worked on technically complex, award-winning AAA video games in the UK, such as Split/Second, Disney Universe and Championship Manager.
The team prides itself on the ability to deliver quality, creativity and professionalism in their mobile games and apps, employing games analytics, behavioural psychology and user research to create entertaining, commercially successful products. To date, Fuzzy Logic has not only released chart-topping products, but has also won a European AR award and worked with high-profile clients such as Vodafone, Castle Lite, Woolworths, Standard Bank and Nederburg.
Fuzzy Logic has just started work on a big budget, highly ambitious game for an international toy company, details of which are currently under wraps.
Challenge
While Fuzzy Logic had experienced success and had already been part of significant development projects across gaming, apps and augmented reality (AR), the majority of work resulted from referrals which suggested that the brand was not sufficiently visible or well-known amongst its target audience of businesses and marketing agencies.
In addition, a significant part of the Fuzzy Logic business revolves around AR, a concept that, at the outset of this partnership, was only slowly becoming more widely spread and understood.
As such, the main objectives set out were to raise awareness of augmented reality and its possibilities, while also building brand awareness for Fuzzy Logic, positioning the business, as well as its founder, Jason Ried, as experts in their field.
Solution
The first step in the process was to develop a detailed PR and marketing strategy with key messaging which would act as a roadmap for all PR and marketing activities.
Importantly, while DUO was directly responsible for only the PR elements, close communication and collaboration was set up between DUO and Fuzzy Logic’s internal marketing team to make sure all activities amplified and complemented each other.
Quality and newsworthy thought leadership articles were developed, as well as case studies which offered 3rd party endorsement of the work Fuzzy Logic has done. These articles were then distributed to and published by targeted business and tech media.
In addition, media feature and newsjacking opportunities were identified for Jason Ried to offer insight and expert opinion on relevant topics.
Result
Leveraging the relationships DUO has with key business and tech media, the thought leadership articles and case studies received excellent coverage across business and tech publications, including BizCommunity, IT-Online, ITWeb, Finweek, Brainstorm Magazine and Business Day.
Having identified the opportunity for newsjacking the Pokecom GO craze that was sweeping the globe, DUO secured two quality broadcast interviews (HeartFM and Maggs on Media) through which Jason Ried had the chance to showcase what AR is all about and present Fuzzy Logic to the public.
There were also many media features secured, including a number for which journalists proactively requested an interview with Jason. These included a follow-up interview on HeartFM, an article in Finweek and a column in Financial Mail. This is a testament to the elevated profile of both Jason and Fuzzy Logic achieved through strategic PR.
Highlights
There have been a number of exciting highlights during the partnership with Fuzzy Logic. Perhaps most significantly, the success achieved through maximising the opportunity around Pokemon GO, and later the increase in media features and interviews presented to Jason Ried.
In addition, a 2-page spread was secured in Brainstorm Magazine which included a professional photo shoot - an amazing opportunity and result for both DUO and Fuzzy Logic.
Client Testimonial
DUO Marketing + Communications has been an invaluable partner in helping to raise awareness and brand recognition for Fuzzy Logic. DUO has an eager, knowledgeable and flexible team who perfectly fit our need to be agile, while still delivering awesome results.
We couldn’t hope for a better marketing/PR partner and can only imagine scaling our engagement with them in the future.
Jason Ried
Founder and MD of Fuzzy Logic
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