Earning press coverage for the launch of a groundbreaking product: Lamassu’s cryptocurrency ATM
In 2013, brothers Josh and Zach Harvey built a prototype of a product that could fundamentally change the way people use digital currency: an ATM that would convert cash to Bitcoin cryptocurrency in less than 15 seconds.
The founders recognized an opportunity to make Bitcoin more usable and accessible to people without expensive cryptocurrency mining rigs, while helping accelerate consciousness and adoption of this new way to earn wealth and purchase goods and services.
As with any technology so fundamentally disruptive, though, they’d need media coverage — and The Content Factory was ready to help them make a splash.
Social listening and pitching Lamassu to high-authority outlets
TCF worked with Lamassu to develop a digital PR strategy around their Bitcoin ATM product launch, including their 2014 debut at the Consumer Electronics Show (CES).
Kari DePhillips, owner at The Content Factory, was at CES with the Lamassu team monitoring social media coverage of the event when she spotted an opportunity — and in one tweet, she landed them coverage in WIRED magazine.
First, we emailed the pitch to Mat, a senior writer at WIRED, then replied to his tweet. This led to an awesome product review in the Gadget Lab section of WIRED.
In addition, we pitched the Bitcoin ATM to a targeted media list we created, and monitored Help a Reporter Out each day for PR opportunities.
Hundreds of PR placements in The New Yorker, Wired, Mashable and more
Lamassu landed hundreds of placements in top tier media outlets through The Content Factory. This included live interviews with Zach Harvey, one of Lamassu’s co-founders, on CNBC, Bloomberg, Wall Street Journal Video and other outlets.
OTHER NOTABLE PR PLACEMENTS
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