Trane recently took part in a Satellite Media Tour (SMT) featuring the mother and daughter duo Karen E. Laine and Mina Starsiak of HGTV’s “Good Bones” home renovation show. While the recorded segments continue to circulate and generate pick-ups, we wanted to share the latest report that highlights the viral nature of the segments.
This single-branded SMT allowed us to drive brand awareness through earned media opportunities. The Good Bones team performed 27 live and filmed interviews with outlets from across the nation. Those filmed opportunities continue to be viewed through both additional television airings and online video.
The content touched upon protecting an HVAC system during renovations, the value of getting a system checked twice a year, importance of IAQ and a lineup of Trane products to increase home comfort.
The jump in airing over 11 days can be attributed to the numerous local broadcasts and morning shows across the nation that picked it up, as well as the national online placements like Amazon, Yahoo! and MSN. (Examples of placements are listed below.)
Driving the rare top-tier media pickups were on-target seasonal messaging focused on Trane, paired with the use of our Good Bones partners. For comparison, two previous Trane SMTs featuring multiple, non-associated brands and less familiar hosts received only 13 million impressions each.
Notable placements included:
- TV: ION (with 238 hits), Daily Flash (with 258 hits, 2nd air), PCTV (Salt Lake City), KAMR (Amarillo)
- Radio: WKNY (New York)
- Web: Amazon, MSN, Yahoo, numerous news station sites, LifeMinute.tv and more…plus OTT media
- Amazon (click to view)
- MSN (click to view)
- Yahoo (click to view)
- LifeMinute.tv (click to view)