Case Studies
client: HealthSaver Caffeine Survey
Worldwide Media Relations Effort Garners Media Attention
capabilities/industry: Interactive & New Media | Media Relations | Food & Beverage
On the heels of two successful road rage survey campaigns, DVL suggested that Affinion Group execute a similar survey to promote its health discount service, HealthSaver. After researching a plethora of existing health surveys, DVL identified an untapped category: the most caffeinated cities in America. The purpose of the survey was to provide insight into our society’s daily intake of caffeine and to provide information about the health benefits of moderate consumption of caffeine.
DVL and Affinion partnered with Prince Market Research to facilitate the extensive research project to determine the most and least caffeinated cities in America. The research lasted eight weeks and involved more than 2,000 phone surveys in 20 metropolitan areas. The research produced 67 pages of information on caffeine consumption across the nation, including coffee, tea, sodas, energy drinks, chocolate, pain relievers and caffeine pills. The results identified the most and least caffeinated cities among the 20 largest metropolitan areas.
To communicate survey results, DVL created a Smart Release (interactive e-mail) with tracking capabilities that provided the media a variety of resources. For example, DVL prepared 21 versions of the news release, tailored to each ranked city. The Smart Release also offered a high-resolution custom image with open rights for media use, the full survey, fact sheets, logos and photos.
results: Through Smart Release tracking, DVL was able to determine how many journalists opened the pitch email, followed the release link and opened documents and exactly how much time was spent viewing each page and which pages were downloaded. DVL successfully pitched the story exclusively to Reuters in New York. After Reuters filed the story, the Smart Release was distributed nationwide. To date, media impressions total 175 million with an estimated ad value of $23.8 million. Notable coverage includes: ABC’s “Good Morning America,” Washington Post, Chicago Tribune, Tampa Tribune, St. Petersburg Times and international outlets such as the Tehran Times.
