THUNDER FACTORY DEVELOPS INTEGRATED MARKETING CAMPAIGN FEATURING VIRAL VIDEOS TO LAUNCH FACTIVA SEARCH 2.0
SAN FRANCISCO – June 28, 2006 – THUNDER FACTORY, the fast-growing integrated marketing firm that delivers performance-driven marketing results to blue-chip clients worldwide, has been selected by Factiva to help launch its newest information search product, Factiva Search 2.0.
Factiva®, a Dow Jones and Reuters Company, is partnering with THUNDER FACTORY to create broad awareness and generate trial use of Factiva Search 2.0, a search tool that enables information workers to quickly find the information they need to support critical business decisions. Factiva Search 2.0 leverages text-mining technologies, advanced content visualization, and Factiva’s patented taxonomy to deliver more targeted, relevant search results from Factiva’s collection of more than 10,000 authoritative news and business information sources.
THUNDER FACTORY has developed an online viral video campaign that will communicate the key benefit of Factiva Search 2.0, which is its ability to increase search efficiency and effectiveness. Built around the idea of “Found Time” that Factiva creates for information workers, the new marketing campaign includes a series of four humorous online videos. The videos feature office workers and the hobbies they take up as a result of having extra time.
“We wanted to continue our track record of innovation by using new marketing models – in this case, viral marketing – to communicate the power of Search 2.0 through humor,” said Alan Scott, Chief Marketing Officer, Factiva. “Our work with THUNDER FACTORY will help us reach new customers and audiences who would benefit from the value of Factiva Search 2.0.”
“We believe that THUNDER FACTORY’s viral campaign plan will grab attention by exposing a little known side of Factiva,” continued Scott. “The quirky and sometimes goofy situations in which our video star, Michael, finds himself, will make people laugh. I think both our customers and people new to Factiva will really enjoy this campaign and find that they want to tell others about it.”
“We are thrilled to have the opportunity to work with a great company like Factiva, and help them clearly differentiate the unique business benefit of their solution,” said Patrick Di Chiro, Chairman and CEO of THUNDER FACTORY. “The integrated marketing campaign that we developed and are now executing for Factiva fully leverages our expertise in digital media and marketing. It uses high impact branded entertainment to create strong word of mouth and ultimately lead to trial use of Factiva Search 2.0.”
The campaign is now being launched, with three of four video releases posted online at www.FactivaFindsTime.com.
About THUNDER FACTORY
THUNDER FACTORY was founded in 2000 and has built its reputation by delivering integrated performance-driven marketing services with a single-minded focus on helping clients build their businesses. The firm provides a comprehensive range of services in five key marketing areas: strategy and brand development; communications (including advertising, public relations and buzz/viral marketing); web development and interactive marketing; direct/online marketing; and partnership marketing. Consistent with its performance-driven marketing approach, the firm employs a unique results measurement methodology to demonstrate ROI for clients. THUNDER FACTORY has been honored two years running as one of the Silicon Valley Business Journal's 50 Fastest Growing Private Companies. Clients range from Fortune 100 corporations to mid-sized, pre-IPO companies, and include TD AMERITRADE, McKesson Corp., Match.com, AT&T/Cingular, Citysearch, CA, Dell, Dr. Pepper/Seven Up Company, and ZANTAZ. Headquartered in San Francisco, THUNDER FACTORY also has offices in Los Angeles and New York City. For more information, visit www.thunderfactory.com
Factiva®, a Dow Jones & Reuters Company, provides essential business news and information together with the content delivery tools and services that enable professionals to make better decisions faster. Factiva’s unrivalled collection of more than 10,000 authoritative sources includes the exclusive combination of The Wall Street Journal, the Financial Times™, Dow Jones and Reuters newswires and the Associated Press, as well as Reuters Fundamentals, and D&B company profiles.
Factiva’s innovative, XML-based and Web services-enabled technology platform provides access to this rich content collection via Factiva’s role-specific products or through customized enterprise, group or personal solutions. Executives, information professionals, marketers, salespeople, and other professionals can easily monitor and understand the latest news, market trends, and business challenges relevant to them – directly from the Microsoft® Office and job-specific applications they use every day.