VholdR and ContourHD – exploding the myth of press release professionalism
Fully armored and only 4.3 oz. Your phone weighs more than that.
In our little alternate universe here in Carbondale press releases follow a predetermined ebb and flow defined by brevity and succint facts. That’s kinda how a release needs to be delivered to our audience – they’re busy, and beside that, who really wants a barrage of exclamation-point saturated sophomoric drivel from overly-caffeinated, prone-to-fits-of-Daffy-Duck-like-enthusiasm 12-year-olds? I don’t…even though I pretty much am that coffee guzzling juvenile delinquent looney tune, I get those releases all the time from an overly bro’d-out bike industry guy in SoCal at least twice a week…and each and every time I need to restrain myself from calling him out on his egregious abuse of exclamation point protocol.
You WILL read The Verteblog…
Yet sometimes, you need to let it out. This is one of those times. And since this is our blog and you’re here voluntarily (and arguably you are…unless you’re sweating through some sort of Kubrickian nightmare), we’re going to explore the full range and spectrum of human emotion as we reveal the latest addition to the Backbone client list. Or at least I am. In other words, I’m gonna let the stoke out.
You see, we just added VholdR to the roster. They make a series of unassumingly sexy high-definition video cameras, which stands along the review of the best motorcycle helmet cameras that you can mount (mind out of the gutter now) on your helmet, goggles, handlebar, boat, moto, street rod, top-fuel funny car or just about anything else you could imagine. The ContourHD 1080p units that we’ve been playing around with all come with a software suite called “Easy Edit” that allows for simple connectivity and the immediate commencement of “oohs” and “aahs” (or heckling as the case may be) from your colleagues, your friends or your mom.
The late, great Anne Ramsey
And if your mom’s a heckler, I apologize. That’s kind of sad.
The video is rad. It’s super-crisp with options to shoot in 720p or 1080p, a 135-degree perspective and once again, all you need to do is plug your camera in to your computer to enjoy or share your exploits…and that’s a big deal. Aside from the clinical box that press releases demand to be housed in, we live in a place ripe with backcountry adventures and are fortunate enough to call some of the best gear brands in the world friends, colleagues and clients. The new stuff from VholdR is amazing – and the POV perspective allows all of us to share our adventures in whatever exploit floats to the top of the to-do list around lunchtime, be it riding, climbing, skiing or fishing.
So I’m stoked. We’re stoked. It helps that the VholdR folks are great people. And I’d be lying if I said that we didn’t walk away from our get-to-know-you meeting with glazed eyes and dippy smiles smeared across our mugs. Because as cool as they are today, it pales in comparison to what they have cooking for the next couple of years.
Prepare to be amazified. I know I am.
We now return you to your regularly scheduled bone-dry press release. Gotta throw a bone to the fun-haters.
MikeMac
VholdR/ContourHD Selects Backbone Media to Manage Public Relations Effort
Carbondale, CO agency to execute brand communication strategy
VholdR/ContourHD, manufacturers of the world’s first and smallest wearable high-definition camcorder have selected Carbondale, CO based Backbone Media to oversee and integrate brand communication efforts. Backbone will support ContourHD’s media communications, product placement, branded content and social media strategies.
“Contour has gained great acceptance at retail and with consumers in multiple markets,” explains Marc Barros, Founder and CEO.”We have significant new product innovation, partnerships and plans for 2010 and believe Backbone will help us convey our brand ID and messaging effectively.”
“Every once in a while there’s a breakthrough product that nails it in terms of consumer need, design and function” states Backbone’s Penn Newhard. “The ContourHD camera brings together POV technology allowing people to capture and share their experiences in a clean and easy-to-use format.”
Seattle-based VholdR produces the ContourHD, the world’s first high-definition wearable camcorder. With the introduction of ContourHD1080p, it’s also the first to shoot and share 1080p video. Both the ContourHD and ContourHD1080p feature amazing video clarity, a wide angle lens (135°), single button simplicity, and a click to share online experience.
Visionaries. And they can hang, too.
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Backbone on DailyTech blog
We don’t like to toot our own horn here at Backbone, but its always nice to be able to pat our coworkers on the back for their good work. Social media has been a major focus for us and with our clients over the past few years and it is great to have those efforts recognized. Check out the article below from the DailyTech blog. Thanks Michael for including us in this piece.
PR Companies See Great Opportunity in Web 2.0 World
Michael Barkoviak- DAILYTECH – June 17, 2010 6:22 AM
It’s a difficult issue, but some companies have been able to thrive
Social media is still considered a fad by some bloggers and writing hacks, but the companies able to succeed in the changing tech landscape are seeing good results. Not surprisingly, tech companies and industry public relations were all over the Web 2.0 craze – but the trend has spread to other industries, activities, and markets.
Backbone Media, a PR firm that specializes in catering to companies that are for active people, has found a great benefit from adapting to social media. I’ve chatted with numerous tech companies about their use of social media, but it’s a bit more revealing to chat with PR firms that don’t directly deal with IT companies and tech customers.
“Social media is a part of the culture at Backbone – it’s how we communicate with each other, brands and editors,” Backbone Media recently said when asked about the Web 2.0 world. “Not only has social media simplified the ability to repurpose content across multiple channels, such as blog, social networks and a brand’s newsroom, but more importantly it has allowed for brands to engage consumers with their content.”
The PR firm has an official blog, Twitter account, and Facebook page – which give the company’s clients even more exposure. It offers readers and casual consumers to see products they may have otherwise missed outside of Twitter and Facebook.
Backbone specifically gave respect to Twitter, as it “thrives during events, gatherings and conferences due to its real-time accessibility to news and information, such as a simple #hashtag.”
“From an agency standpoint, we like Twitter’s ability to gather brand intelligence for the brands we work for.”
The rise of Web 2.0 practices has left some companies and PR firms out in the dark, while others have been able to capitalize and better work with clients and customers.
If you’re ever in doubt about shoddy service or product quality, especially from larger corporations, getting in touch with the company directly has never been easier. Just a few years ago, e-mails and phone calls were often ignored from individual consumers — but Twitter, Facebook, and similar services have given us an effective tool to discuss matters, whine about billing and service issues, and similar issues that pop up.
“The biggest change to any brand is the ability to engage on an intimate level with consumers. No longer are brands speaking at consumers, but rather they are building conversations around Facebook updates, Tweets, Blog posts, YouTube channels, etc.”
Even though it seems Web 2.0 has made things easier for PR companies, it has added additional layers of communication they must be able to deal with.
“I wouldn’t say it’s made anything easier, as social media is super progressive it is forcing us to reinvent communication strategies to stay fresh with consumers. We tend to step back from the granularity of media marketing and approach a media plan holistically – what the hell does that mean? We are most conscious of delivering a consistent message across all media touch points – a press release announcing new product, choosing the publication where advertisements are running, a simple tweet or FB post. This has all increased our reach quite a bit.”
If you’re a customer looking for new ways to reach out to a company, take a look at their social networking options. Even if the company uses a PR firm — similar to how Backbone works with several companies — it’s still possible to communicate and share your opinion.
Check out some of the work we are doing with New Belgium Brewery on Facebook.
Philosophy 2.0
Old english proverbs still inspire wisdom during tough times. However, I feel they need some updating. So I brought a few old favorites out of mothballs, wiped them off and gave them a new coat of paint for 2010.
“If you give a man a fish, he will eat for a day. If you teach a man to fish, he will eat for a lifetime”
If you send a man a link to Let Me Google That For You, they will get one answer, if you teach a man to google, he will have answers for life.
“A house divided cannot stand.”
A house divided cannot stand, unless that house is a Facebook page and in that case a good heated discussion can really boost impressions.
“Dont look a gift horse in the mouth”
Don’t post a snarky comment on a brand’s Facebook page if they just awarded you a free trip to Japan for winning their photo contest.
“Absense makes the heart grow fonder”
This phrase may have reached its shelf life because thanks to Facebook and Skype, we are rarely ever truly away from anyone.
“Early to bed early to rise makes a man healthy, wealthy and wise”
Early to bed, early to rise, the 100th person to tweet about Southwest Airlines wins a huge prize!
“Weebles wobble but they don’t fall down”
One of your YouTube viral videos may have only been seen by your mom, but no one will even remember if your next one happens to show up on Today’sBigThing.com.
“When life gives you lemons, make lemonade”
When you find the new version of the iPhone on the floor of a bar, don’t blog about it because you could be accused of buying stolen property.
“Hell hath no fury like a woman scorned”
Yeah, this one still works as is.