Client: Gui.de (Miami, FL)
Campaign: Gui.de launch
In essence, Gui.de turns the Web into TV, collecting RSS feeds from sites to create free video channels. Text content is delivered by avatars, with images and videos also appearing in newscast-style streams.
Having launched in February, Gui.de claims to be transforming the way content is consumed online and wants to communicate its value to advertisers and potential content partners.
Communications is currently handled in-house by founder Freddie Laker, former VP of strategy at SapientNitro, and Leslie Bradshaw, its COO, who previously cofounded interactive agency Jess3.
"We've been getting high response rates when we pitch to media because they are hearing from the team, not a PR agency," says Laker.
Gui.de has gained coverage in titles including AllThingsD, Mashable, and TechCrunch. It also employs a "content-as-a-service" model to provide snackable information for its target audiences to help generate earned media. To this end, the duo regularly comment on the industry and write for outlets such as Forbes and PSFK.
Gui.de aims to be native to platforms where it posts, for example, posting on Tumblr from its "chief scientist Dr. Kenneth," a fictional unicorn.
Gui.de has also subscribed to Vocus to reach a broader base of journalists, aiming to get them to use Gui.de to deliver their content. "Our product affects their world, so the opportunity to reach content creators is endless," says Bradshaw.