NEW YORK: Aereo, a startup that offers an Internet-based TV platform for consumers in New York, has hired LaunchSquad as AOR.
The relationship between the two companies began in mid-January, when LaunchSquad began to organize a debut event to unveil Aereo's technology to the media. It will continue to provide media relations and strategy services for the technology start-up.
“We obviously have an influx of press interest due to our financing announcement and unique product offering,” said Ali Cox, director of marketing at Aereo. “We are relying on LaunchSquad to help manage our media-relations volume."
Aereo recently received $20.5 million in series A financing, led by IAC, bringing the company's total funding to nearly $25 million.
Aereo held informal conversations with a number of firms during the selection process, then asked finalists to submit proposals. Cox said LaunchSquad best understood the disruptive start-up space.
“We are a startup and making strategic, creative decisions under very tight deadlines,” Cox said. “LaunchSquad understands our timing and had the ability to jump on the moving train."
A team of four in LaunchSquad's New York office, led by account manager Mike Schroeder, will handle the account.
Aereo licenses dime-sized antennas to consumers in New York. The antennas capture programming from local TV networks and stream that content to consumers through Internet-capable devices such as phones, tablets, and computers. It can also record 40 hours of content via DVR.
The agency will oversee another media push for the product's March 14 consumer launch, then deploy a hyper-local media relations strategy focused on New York blogs.
“We are really going hyperlocal to reach the people we know will use the product in the end,” Schroeder said.