element14—a global electronics component distributor—needed a strategy that would help drive registration and engagement on their new online community for electronics engineers.
We recruited one of the Internet superstars of electronics culture, Benjamin J. Heckendorn, to develop The Ben Heck Show: an online TV show about DIY and modding culture. I was responsible for discovering Ben, developing the show concept, pitching and negotiating a distribution partnership with the Revision3 network, script writing, creative direction, art direction and the overall production of the show.
The show quickly became element14’s most powerful marketing asset, averaging over 120,000 unique views of every 15-minute episode. It was the largest driver of registrations on element14’s community and the Ben Heck Show page often received more views than the element14 home page. The show was also featured on popular websites such as WIRED and Popular Mechanics as well as in the print edition of Game Informer — all of which ultimately delivered OVER $500,000 in earned media impressions.