In case you didn’t know, Nintendo has been on a storm over the past year (I’m a big fan). Their stock has doubled over the past 12 months thanks to their nifty little DS handheld and motion-sensing Wii console.
So in commemoration of Letterman’s 60th birthday, Nintendo sent the late-night host a candid and personalized letter along with 2 handhelds and games that it’s pitching to an older generation, all with an insane amount of message consistency. The letter copy is far from the bloated stuff PR peeps normally send. Have a look for yourself.
Assuming Dave’s publicists personally delivers the loot, I’d be surprised if Letterman doesn’t name drop the product on his show. So let’s recap how to earn quality free media:
- Build a good product that’s in demand. You can’t make a ball roll up hill, neither can you with a crappy product.
- Get creative when pitching individuals, bloggers, newspapers, magazines, and TV personalities. Asking for coverage is lame. I’m amazed PR reps still do it. Get creative when pitching, and it better be good because bell cows have seen it all (see above example).
Despite being a celebrity, people still love free personalized goodies. Everyone has a flattering point. Make sure you product or service can do that, and it will be a lot easier to get free coverage.