Solution
VIZIO, now the nation's leading maker of flat panel televisions, was not always in that position. The company had been effective in reaching a core male audience, but wanted to expand its reach to target females as well. The company charged Leader with establishing key relationships that could introduce the VIZIO brand to a more female targeted demographic. Leader's solution was to align the brand with the Ellen DeGeneres Show. Ellen, as you know, has a massive and loyal following among the targeted demographic.
Service
Leader was able to negotiate product trade relationships that made VIZIO the official HDTV of the Ellen DeGeneres Show, built in product giveaways throughout the year including the much anticipated 12 Days of Giveaways, exposure on the Show's website, promotional campaigns and an on-set presence. This integration valued in the millions took place without any hard currency exchanges.
Success
The results have been amazing. The Ellen Show's website has become one of the top "feeders" to VIZIO's website. A single holiday web promotion around last year's "12 Days of Giveaways" holiday show drove more than 100,000 unique visitors to VIZIO.com in a 48 hour period. The promotions, timed around key buying times, always produce a spike in interest at retail and online. The partnership has greatly benefited both organizations and VIZIO is now the #1 LCD Company in America. The brand has daily product and logo exposure on the show as the home base HDTV positioned between Ellen and her guests.