Building Media and Analyst Recognition for a Brand Hiding in Plain Sight
Building Media and Analyst Recognition for a Brand Hiding in Plain Sight
THE SITUATION
Getting your chips inside nearly one-third of all mobile phones and 60% of smart televisions worldwide isn’t easy. Neither is getting people to take notice.
MediaTek has long powered many different types of consumer devices, but outside of Asia and India virtually no media, analysts, or influencers recognized the brand. To create more brand awareness, Racepoint Global (RPG) and MediaTek developed an annual Executive Summit for U.S. and UK media, influencers, and analysts.
However, MediaTek’s biggest competitor routinely hosted its own summit in Hawaii to announce new technology and create widespread awareness that sometimes seemed to drown out MediaTek share of voice (SOV). Instead of launching new products at the MediaTek Executive Summit, RPG and MediaTek decided the goal of the event would be to deepen relationships with media, analysts and influencers and go toe-to-toe with competitors in terms of SOV.
THE STRATEGY
RPG used polling to determine how best to engage attendees about the experience they wanted to have at the Executive Summits. RPG learned that attendees felt overwhelmed and rushed at competitor events. Respondents said they wanted more time to write articles and create content about what they learned during the sessions.
MediaTek and RPG planned to dedicate at least 30% of every session at the Summit to Q&A. This gave media, influencers, and analysts plenty of time to explore topics of interest.
During every meal, MediaTek joined attendees and spent time with them, answering additional questions and deepening relationships. This accessibility is a major competitive differentiator and attendees said they appreciated MediaTek’s openness.
"The Racepoint team was on top of every item from logistics, to our partners, to celebrity guests, to constantly changing content, product names, and specs."
Kevin Keating
director global marketing and public relations, MediaTek
"[We have] renewed appreciation for MediaTek’s stealthy success over the years, as well as excitement about ... the future."
Digital Trends
THE SUCCESS
In 2022, RPG secured more than 70 in-person attendees and another 270 live streaming global media, influencers, and analysts, fortifying strong relationships. The MediaTek leadership shared business and technology updates and the company’s point-of-view on trends and issues. The carefully crafted schedule emphasized balance so attendees wouldn’t feel rushed and had time to publish deeper pieces.
Attendees used their time in between activities engage in the meaningful conversations with spokespeople that fueled social media and longer-form content—more than 6,000 articles in 2021 and more than 8,700 articles in 2022.
In just 4 years, press and analysts recognize the Executive Summit as one of the best press events of the year. Each Summit attracts hundreds of attendees, generating thousands of articles and social posts. All this helped MediaTek expand its share of voice to 38%, from 24% in 2017. Their competitor’s SOV dropped to 62% from a high of 81%.
