element14—an electronics component distributor—came to us with a request to develop a strategy that would help drive registration and engagement on their new online community. Through our research process, our team uncovered the amazing electronics subculture of modding. We recruited one of the Internet superstars of this subculture, Benjamin J. Heckendorn, to develop an online TV show about electronics and modding culture, which we dubbed "The Ben Heck Show". Each 15-minute episode featured a new “build” from Ben—ranging from laptops made from Xbox 360 parts to see-through t-shirts to robotic luggage that follows you through the airport.
The Ben Heck Show quickly became element14’s most powerful marketing asset. During the first season, the show averaged over 120,000 unique views of every 15-minute episode. It quickly became the largest driver of registrations on element14’s community and the Ben Heck Show page often gets more views than the element14 home page even today. The show was also featured on popular websites such as WIRED and Popular Mechanics as well as in the print edition of Game Informer — all of which ultimately delivered over $500,000 in earned media impressions.
Social Media Strategy
Marketing & Campaign Strategy