Tek Lado, bilingual technology and pop culture magazine
Tek Lado is the nation’s first (and only) bilingual technology and pop culture magazine catering to Hispanic and non-Hispanic geeks, gamers, techies, comix fans, web-heads and people who just have an irrational attachment to a smartphone. Covering everything from social networking to intriguing new gadgets, the magazine reaches the reader who is just as interested in the newest Vans as they are a news robot being created at the University of Tokyo.
Led by publisher Mel Gomez, the Tek Lado team approached Brownstone PR in July 2010 to launch this new magazine and to assist with ongoing media relations, social media implementation, cross-promotional efforts and strategic partnership development.
The first step was for Brownstone PR to create a launch event for current and potential advertisers, key media executives, business leaders, key bloggers, and individuals comprised of the magazine’s target audience. The event was held in September 2010 at a venue in the Old City section of Philadelphia, complete with signature drinks, light hors d’oeuvres, and interactive gaming and tech exhibits. The launch event resulted in a turn out of 250+ guests, 3 broadcast media outlets, 4 print media outlets, and 20+ technology, pop culture, and Latino bloggers, and ongoing partnership talks between the magazine’s publisher and 10+ business leaders in the Latino and technology communities.
In the six months immediately following the event, Brownstone PR focused on social media, media relations, cross-promotional efforts and strategic partnership development.
Brownstone PR used social media platforms (specifically Twitter and Facebook) to promote the magazine and its online components, while also using cross-promotional opportunities to increase followers and awareness of the magazine. Brownstone PR worked with tech, sports, and entertainment brands to provide exclusive experiences and giveaways to those following Tek Lado on both social media platforms, along with sharing content with major news sites and outlets in order to promote to the magazine’s direct followers.
Brownstone PR successfully established strategic partnerships between the magazine and Comcast’s Latino/Multicultural Division, which lead to ongoing program development and event collaboration. What’s more, Brownstone PR created a partnership between Tek Lado and Best Buy, which resulted in ongoing advertisement and product placement opportunities.
Lastly, Brownstone PR successfully secured feature profiles for Tek Lado Magazine in over 100+ media outlets, including (national) Yahoo! Finance News, MNSBC.com, Businessweek, The Times Union, LatinVision Business News, Latinovations, Guanabee.com, FOX News Latino, ABC27; (local) Philadelphia Magazine, The Philadelphia Inquirer, The Philadelphia Business Journal, the Daily News, TechnicallyPhilly.com, Geekadelphia.com, WHYY, WXPN, and KYW; along with on-air segments with the local FOX affiliate and Telemundo.
With the combination of strong media attention, social media efforts and key partnerships, Brownstone PR was able to take Tek Lado from 10 distribution locations around the city to 31 distribution locations, in a matter of only four (4) months, along with increasing the magazines business partnerships and advertising by 91%.
To learn more about Tek Lado, visit www.tek-lado.com.