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Case Study:


LPP has served as the agency of record for Freescale Semiconductor (NYSE: FSL) since 2002. A global leader in embedded processing solutions for the automotive, consumer, industrial and networking markets, the company teams with LPP to fuel ongoing proactive media relations. Over the past several years, LPP has increased its focus on storytelling vs. technical product launches, and as a result, has driven a range of initiatives which have played a key role in maintaining Freescale’s global market leadership. So, as LPP’s longest standing client, we have a few of our own stories to tell on this one: 


Leading the Charge in the IoT – As the company was preparing to launch the world’s smallest ARM-based chip for the Internet of Things (IoT), LPP sought to establish Freescale as a leader in IoT. LPP worked with the product teams to craft a strong and compelling story, focusing on the chip’s ability to be “swallowed” to appeal to a broader market of business and technology press and allow consumers to visualize where IoT could go. By shifting the conversation away from technical specifications and highlighting how the product helped turn everyday devices into ‘smart’ applications, the story resonated strongly with influencers and immediately generated extensive press for the company across top publications including Wired, NBC News, and Gizmodo. The Wired article, “Freescale’s Insanely Tiny ARM Chip Will Put the Internet of Things Inside Your Body,” alone received 1,700 shares on Facebook, 974 tweets, 280 Google+ shares, 259 LinkedIn shares, and 48 comments. Freescale was effectively positioned as a front-runner in the IoT space, outshining chip-players such as Qualcomm, Intel and NVIDIA. This successful introduction led to speaking invitations at top events, including GigaOM’s Mobilize Conference 2013 and Mobile World Congress 2014, along with inclusion in more than 150 articles to date focused specifically on IoT.


Innovating in the Self-Driving Automotive Market - LPP storytelling took center stage again when promoting the company’s involvement in the self-driving car market. LPP leveraged hot media trends in self-driving, infotainment and auto security and worked with Freescale’s product teams to consolidate and package news to tell stories directly related to these trends, a new approach for the embedded tech company. LPP also re-launched the company’s automotive blog, delivering compelling thought leadership content and working with outlets including Wired to publish and further promote. In early 2013, LPP secured interviews with The Wall Street Journal and The Economist to discuss the broader challenges associated with the self-driving car beyond technology, including social and legal hurdles. By the end of 2013, the team had secured briefings with multiple Tier-1 outlets including Computerworld, Motor Trend, Reuters, Forbes and The New York Times. In December, The Wall Street Journal called Freescale proactively to comment on the automotive OS wars, which resulted in coverage that led to Freescale being mentioned in multiple articles tied to CES 2014 news – further positioning the company as a top competitor to Samsung, NVIDIA, Qualcomm and Intel.


Social Media Storytelling – In order to break through the noise at the Consumer Electronics Show (CES) and differentiate from other major chip makers, such as Intel and NVIDIA, LPP devised a strategy to ensure key CES audiences saw Freescale for the market leader it was. LPP created a viral contest called the “Smart Mobile Device Pundits List,” a collection of must-read industry informants, analysts and bloggers who report on the latest in consumer device trends, reviews and news. A veritable “who’s who” among reporting on smart mobile devices, the list gave the most impactful consumer industry contributors a chance to receive the recognition they deserved. The contest has been conducted entirely online during or after the CES event, and each year LPP has expanded the participation levels and made recommendations to utilize more social media channels to make it easier for media, bloggers and industry followers to engage. In 2012, engagement levels reached more than 10 million followers, between blog posts, Tweets, Facebook posts and Google+ postings about the contest. Around the last CES show, Freescale gained more than 1,500 of the right followers across Twitter, Facebook, LinkedIn and Google+, driven by interest in the contest, and also established new relationships with the leading consumer and business press writers in the mobile space. Not to mention, several of the pundits have put bragging rights about the Freescale contest in their personal bios, thus expanding the program’s overall impact.


Wearable Technologies Wins the Race – In their Own Backyard – Freescale proudly sponsored the 2014 Austin Marathon and Half Marathon – donating all proceeds to the Freescale Foundation, a nonprofit organization dedicated to building STEM careers and tomorrow’s generation of engineering talent. Freescale viewed the race as a catalyst to promote the next generation of scientists, while showcasing the company at a local level. LPP took a creative approach to tying the marathon to the latest trend in consumer technology: wearable technology. An LPP-executed survey of 400+ local Austin runners uncovered how they used wearable tech as part of their fitness regimens. With a resulting infographic and a passionate spokesperson, Freescale was featured on a local morning show the day before the race and included in local consumer and entertainment publications, including The Austin Chronicle and Austin Monthly. They also garnered interest from the national media including LA Times and NPR. LPP also worked with Freescale to identify a local Austin high school robotics club to build a robot to “run” the Austin Marathon. The students spoke with media about their experiences, and how the funding from the Freescale Foundation allowed them to explore their love of math and science. Following the day-of marathon festivities, the campaign generated feature coverage of Freescale and the Freescale Foundation across top print and broadcast outlets in Austin and surrounding Texas regions, while highlighting the company’s efforts to give back to the local community by supporting the technology that makes today’s gadgets run. 

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