As competitors were about to launch online event directories and calendar services to consumers, When.com wanted to drive traffic and register users to its own service. Turning Point Solutions built anticipation in the marketplace, drove traffic, intrigued potential partners and increased the company’s industry standing. We created comprehensive, full-service communications strategies and tactics including positioning and messaging workshops, consistent internal and external communications to support the brand, programs with targeted partners and executed several viral-marketing campaigns.
Our "Rolling Thunder" campaign, where media coverage and awareness built to a crescendo over time, involved 50+ face-to-face briefings with press and analysts, leading up to a strategic launch at one of the industry’s most coveted technology conferences. The company launch was so successful that within six months AOL acquired When.com for over $400 million dollars and it became Netscape Calendar.