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The largest and most authoritative online and mobile dictionary, wanted to make itself more relevant in the changing mobile world by establishing itself as the premier source for professionals, academics and everyday consumers to discover a word –anytime, anywhere and on any device.

MSR Strategy

In order to make more relevant to mobile, we created engaging content and stories that would integrate the brand into the mobile lexicon through content marketing, social media and public relations efforts. Our MSR Team pitched stories to media influencers around’s 10 million mobile downloads milestone and new iPad app. As news was building around the Android usage, we pitched stories about how Android users had 2 million downloads in just 5 months. And we made sure was always ahead of the curve and always inserted into conversations surrounding emerging mobile technology, targeting mobile, wireless and technology media and bloggers about its new app for iPhone 4, and a pioneer in the new iAd platform. Case Study Results

The six month campaign successfully positioned as the leading online and mobile dictionary across all platforms.’s apps for the iPhone and iPad were hailed as “Apple Staff Favorites,” listed as “#1 Apps for College Students” by U.S. News & World Report and ranked in the top five on CNET’s Top 100 iPhone Apps list. The mobile apps received high praise from industry blogs including “Best Android Apps for Back to School” and as a “Top 10 Android Apps to Make Life Easier.” Our MSR Team got expansive coverage in mobile, wireless and tech influencers including Gizmodo, U.S. News & World Report, Bloomberg BusinessWeek, Washington Post. And we leveraged the controversy around the iAds platform to spark an iAds debate in the media, including multiple TechCrunch articles and coverage in Reuters, Los Angeles Times, Business Insider, CNET News, USA Today, Mashable and more.

MSR Award

MARCOM Awards 2012 Platinum Winner Media Relations, 2012 Platinum Winner Public Relations Program