Binge watching to victory: How to break a world record and launch Cyberlink’s PowerDVD to mainstream audiences

Cyberlink, a media software company, used a binge viewing world record stunt to fuel its PR strategy and grow interest in its products among millennials in the US.

Campaign details

Advertiser: CyberlinkBrand: CyberlinkAgency: DiffusionCountry: United States

Situation Analysis

CyberLink was slated to release the 16th iteration of the company's flagship media playback software (i.e. a media player used on a computer to watch movies or listen to music), PowerDVD 16, in April 2016.

The media playback space is, however, a crowded one, and not generally appealing to mainstream consumer press beyond very specialized technology outlets. The differences between CyberLink's PowerDVD and other players are granular-all media players support the main action of playing video or audio content on a...

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