Our Clients > TextFlow

Challenge

• Nordic River, a Swedish software firm, spent several years developing TextFlow and needed an effective way to introduce the world to a brand new concept in a decades-old software category. TextFlow, a parallel word processing product, promised to make collaborative writing projects easier and more efficient.
• Nordic River contracted BLASTmedia to launch TextFlow and the concept of parallel word processing to the national media and analysts in November 2008.

Solution

• BLAST immediately went into action, learning the product’s capabilities, writing media collateral materials for the announcement, and coordinating a two-day press tour in San Francisco.
• The team targeted a variety of technology outlets and editors outside of the Bay Area, scheduling Web demos and giving editors access to beta accounts to familiarize themselves with the product and its features.

Results

• Successfully coordinated press tour meetings with influential editors from PC World, eWeek, Macworld, CNET’s Webware, and Network World.
• Created over 16.8 million media impressions with 30 pieces of media coverage during the first month, including hits on CNET Reviews, Macworld (US and UK), CNET Downloads, ReadWriteWeb, PC World, Lifehacker (US and Australia), eWeek (US and Europe) and PCMag.com.
• TextFlow received over 2,000 beta sign-ups in the first week of the product launch.
• Media outreach after the launch month yielded additional coverage in major outlets, including InformationWeek, BNET, BusinessWeek, Yahoo! Tech and PCWorld.com.