The challenge
Although LogMeIn (LMI) is celebrated amongst IT managers and B2B audiences for remote access IT support, the company has very little traction amongst consumers. The company launched a consumer product, join.me (a free, online presenting and collaboration tool) in summer 2010 and wanted to reach a wider audience of consumers. Skywrite was asked to extend its PR beyond standard media relations and execute a “fresh, creative and non-traditional” campaign that LogMeIn and join.me would be remembered for, growing a new and loyal fan base in the process.

What we did
Skywrite recognised that growing this fan base was ideally suited to a digital campaign that required consumer participation in exchange for small rewards. The join.me ‘coffee break’ was launched. Skywrite created a series of coffee break puzzles that ran online once a week via join.me. Consumers were invited to participate via LMI’s Facebook and Twitter pages with the chance to win Starbucks vouchers for the correct answers.

What we got
Over 1,000 active participants have registered with join.me in just 2 months, attracting over 400 followers on Twitter and more than 600 on Facebook – LMI itself now has in excess of 35,000 Facebook followers. The popularity of the coffee breaks has led to participants requesting to submit puzzles and chair coffee breaks themselves. The campaign has also provided LMI with invaluable feedback from participants on the working of join.me, allowing instant updates to be made to the programme. Skywrite has now been recognised as LMI’s lead creative agency in Europe from September 2010 onwards.