BodyMedia, Inc.

bodybugg™ Resurrection

About BodyMedia: Based in Pittsburgh, BodyMedia is a recognized leader in integrated products and services that promote health and wellness through continuous body monitoring.

Challenge: Prior to engaging Ricochet, BodyMedia launched its first multi-sensor armband for weight-loss, the bodybugg™, in late 2004. However, the formal launch of the new technology failed to generate the media coverage and consumer interest that executives had anticipated. Disappointed in the results of their efforts, BodyMedia engaged Ricochet six months later in an attempt to resurrect a faltering media campaign.

Strategy: Generating media interest in a technology or service offering that has already been launched is a complicated endeavor. To clear this hurdle, Ricochet helped identify a fresh news angle: the adoption of the bodybugg by several US health clubs. We then organized face-to-face meetings for executives with 16 prominent journalists from publications that reach BodyMedia’s target customers, including Rolling Stone, Popular Science, the Financial Times, BusinessWeek, CNET and the Associated Press.

Results: Shortly after the conclusion of this executive briefing tour, Ricochet generated over 80 separate feature stories in leading mainstream media and trade publications. This coverage included an Associated Press story that ran in more than 60 outlets, a piece on ABC News Now and coverage in Forbes, CNET and the New York Times.