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Drive consumer downloads of Odigo, NovaWiz's instant messaging product, while facing strong competition from ICQ, a company with established name recognition and market share.
In order to drive consumer downloads, BlinnPR initiated an online and offline publicity program that targeted the tech savvy first followed by a more consumer audience. To attract the attention of this group BlinnPR went for product reviews and suggested Odigo for downloading on About.com, ZDNet, CNet, Tucows and Slashdot. All of these publications either came out with positive reviews which made it easier to sell Odigo's story or made Odigo available for download. Soon after the reviews appeared, MSNBC was the first to air the story. Wired, CNet, ZDNet, TechWeb provided a second round of stories, and Reuters followed two months later with a story of their own. By talking about the same themes over and over again, BlinnPR was able to successfully position Odigo as a next generation messaging tool offering more than just instant messaging. Today Odigo is viewed as a significant competitor to ICQ attracting partners such as StarMedia, Prodigy, and Pacific Internet, among others.
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