Groundbreaking iPad campaign

In the lead up to the launch of Apple’s iPad, Midas PR was approached to generate media coverage around a revolutionary new iPad App – The Elements – for the UK launch of the iPad in June 2010. Working with Touch Press, Midas created a national campaign to promote The Elements, one of the first iPad Apps created and one of only three Apps chosen by Apple to feature in their iPad advertising campaign.

The Elements is a groundbreaking eBook for iPad, which lets the user experience all the elements of the Periodic Table in 3D. Complete with highly informative and accessible text, written by popular science writer Theodore Gray, The Elements is the most advanced book ever created and sets the bar high for the publishing industry.

Maximising on an endorsement from Stephen Fry, who hailed The Elements as, ‘The Best App of all… Everything is animated and gorgeous Alone worth iPad.,’ Midas positioned The Elements as the must-have App and the ultimate way to show off what one’s new iPad can do.

With the client brief focussed on national press, Midas created a campaign to target technology, gadget, consumer and science editors at the national newspapers and their online counterparts, to generate features, reviews and news stories around this exciting launch.

Midas supported the UK national press campaign with an international press release, sent to contacts at key French, German and Japanese media.

Results: Widespread national coverage of The Elements included the App’s appearance in ‘Top Ten Apps’ features in The Daily Telegraph, The Times, Evening Standard and The Guardian. The Independent also ran a double page feature on the Periodic Table, including an interview with The Elements IgNobel prize winning author, Theodore Gray. This was supported by publishing trade press features, including

The Elements for iPad (also available for iPhone 4) is available now for £7.99 from the iTunes App Store.