Aarti Shah 14 Aug 2013 // 6:59PM GMT
CHICAGO – Hoopla Digital, a new streaming service that lets libraries provide streaming content to patrons, has hired MWW as its PR and marketing agency.
Last month, Hoopla launched its service that streams digital movies, TV shows, audiobooks and music for libraries.
MWW will help tell Hoopla's story that’s anchored in the evolution of libraries.
“It’s a story of access and evolution -- and this is really powerful,” said Hoopla founder/owner Jeff Jankowski. “It used to be, if you wanted a popular title from the library, you had to wait. With Hoopla, there’s no more waiting and no more late fees” because access turns off after the the borrowing period.
This narrative has already positioned Hoopla as the “ free Netflix to library users” within the tech media. As part of its PR and marketing strategy, this story will be delivered to Hoopla’s core audiences: libraries, Millennials and tech influencers.
“For Millennials, access has become Google and consumption is highly mobile-centric,” Jankowski said.
Because it’s a division of longtime library vendor Midwest Tapes, Hoopla has established credibility in this space, he added. Also, Hoopla’s homebase in Ohio is unique, given the public perception that most startups originate from coastal cities.
John Digles, EVP and GM of MWW firm’s Chicago office where the account will be based, said, so far, media reaction has been “the story is cutting-edge and it’s a really cool take on libraries and their evolution. Plus there’s the surprise of, ‘oh they’re based in Holland, Ohio? And they have a heritage of 25 years in this industry?'”
MWW won the six-figure account following a competitive review that included five other firms. The agency's scope of work also includes social media strategy, digital advertising, building plans and messaging.
“We came off a successful beta with 10 library partners all in North America, so we now have to onboard other libraries,” said Jankowski. “We really liked how MWW has been able to be nimble from a regional perspective as we do a slow roll-out over the next year.”