T3 launches campaign for Echo Smartpen; includes Pandora


Livescribe’s new Echo smartpen, and T3 has rolled out a fully integrated campaign in support of its launch.  T3 was named AOR in April. Led out of the San Francisco office, this new multimedia campaign focuses on custom programs that connect and amplify the Livescribe platform through demonstrations of how the Echo smartpen helps conquer information overload.

The campaign includes online, in-person events, print, audio, in-store and social media components. In addition, the media plan is comprised of sponsorships, home page takeovers, mobile pages and a YouTube brand channel.  Some highlights include:

• Custom-created publisher demo videos
• Integration with Pandora’s music client
• A custom CNet unit T3 co-created with the publisher
• Online, iPad and mobile videos

T3 president and CEO Gay Gaddis said, “Livescribe smartpens have been receiving rave reviews from technology and business analysts and sales have been growing exponentially with early adopters. Our challenge was to help Livescribe continue to drive that momentum by launching their new product, the Echo smartpen, with a bang, to a broader consumer audience.”

Notes, audio and other information captured on paper are now seamlessly integrated into readily used online applications and services. Integration with Adobe PDF brings the communication benefits of audio and ink together in a ubiquitous format.

The pen is demo’ed here