Mobile Content Venture (MCV) – a joint venture of a number of broadcasters, including NBC, FOX and others – was formed to deliver a national mobile content service. Leveraging the broadcast spectrum, Dyle mobile TV would give consumers the ability to watch live, local TV -- turning smartphones into mobile TVs.

With the proliferation of “TV everywhere” technologies from a variety of up-and-coming players, MCV required an entirely new way to showcase its yet-to-be launched service. This meant educating and communicating an old but new way to leverage the broadcast spectrum to the consumers, partners, broadcast affiliates and influencers including press, analysts and bloggers.

Working with the Dyle marketing and executive team from NBC and FOX, HORN recommended a 360-degree strategy of paid, owned and earned media to ensure that each audience was met with the right message and cadence of communications. The initial engagement began by building foundational materials including messaging documents, media and social audits, videos and website development.

HORN worked with the analyst community to message test and ensure the go-to-market strategy was rock solid. In January 2012, HORN helped to successfully launch Dyle mobile TV at CES through a steady flow of messages, new products and thought leadership delivered through a multi-channel approach of web, PR, AR, social & digital.

The launch of Dyle TV resulted in:

  • 60+ briefings and demos
  • Over 50 pieces of coverage in top TV outlets and publications
  • 500% increase in unique website visitors during CES
  • Industry accolades – including the w3, LACP Spotlight, PR News, Davey, Stevie and Pixie Awards.


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