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Case Study:

– ARBOR NETWORKS: Infiltrating with an Infographic

LPP had already long established security company Arbor Networks as a leader in the space when the media came calling about a potential Internet shut down in Egypt in January of 2011.  Arbor’s chief scientist created a graphic that depicted the cause and the shut down of traffic, and Tweeted it out, generating initial interest from the BBC and CNBC. When LPP got a hold of it early the next morning, the team mapped out a plan to quickly infiltrate (sorry – security lingo) the media with the graphic and capture coverage (whoops – did it again!). LPP attacked on all fronts: managing inbound requests for the graphic, tracking Twitter and continuously scanning the news appearing throughout the day to identify reporters who might build a story around the graphic or add it to any existing stories, outreaching directly with the graphic and supporting blog post. Anticipating the media’s next need (and the one after that), LPP recommended that Arbor keep a close eye on the Internet traffic patterns and create subsequent graphics and blog posts  to track progress of the situation – exactly what the media needed for their continued coverage. Among the resulting 423 pieces of coverage over two weeks, 70 were original pieces, with the majority of syndicated clips originating from the Associated Press story “The day part of the internet died; Egypt goes dark.” The graphic was Tweeted 194 times and appeared on CBS Evening News, Fox News and CNN. Because of LPP’s strategy and fast execution, Arbor Networks has become the authority on Internet traffic monitoring around the world and continues to be interviewed regularly by major media outlets. 

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