Flip From Pure Digital Technologies: A Marketing 50 Case Study

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Photo: Tony Pettinato
The marketer of the Flip camcorder had a vision: to create a gadget that would revitalize a stagnant home-video market and make it fun again.

Consumer research told Pure Digital Technologies that video cameras were being rejected because they were complicated and bulky. But "if video could be packaged properly and become as convenient as point-and-shoot photography, it would be a huge opportunity," says Simon Fleming-Wood, VP-marketing.

A sound prediction, considering as of last month, 1 million Flip camcorders had been sold in the U.S. The camera's name is its key attribute -- Flip's built-in, flip-out USB arm makes uploading video easier for YouTubers.

So far, the marketer has targeted two key demographics; the Flip Ultra was aimed at memory-making moms, while the smaller, sleeker Flip Mino, introduced last June, was made to attract younger consumers.

Enthusiastic reviews of the Flip -- including from Oprah Winfrey -- have created invaluable buzz. In addition, Pure Digital has started a cause-marketing effort called Flip Video Spotlight, in which it plans to distribute up to 1 million camcorders to nonprofits. AKQA linked the Mino to the Vans Warped concert tour, and the digital shop, Flip's agency of record, is planning a holiday campaign that will include online, TV and event elements.

When Flip tells its story to retailers, they listen: Best Buy, Target, Costco and others all carry the devices, affordably priced under $200.
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