Midas promotes smart learning as educational tool tops charts

The brief: Midas was briefed by retained client Encyclopaedia Britannica to launch the first apps in the series of Encyclopaedia Britannica?s interactive educational apps for children

Strategy and implementation: Midas encouraged journalists, influential bloggers and reviewers in the educational, parenting and consumer technology/gadget arenas to trial the apps and write reviews and articles/features. We also persuaded journalists to link directly from their articles to the iTunes Store so consumers could purchase the apps with ease.

Results: A ten minute interview was secured with the BBC Radio 4?s You and Yours programme where the MD of Encyclopaedia Britannica discussed the role of apps in schools and learning. Further national coverage of the apps was featured in the Guardian Online, Daily Mirror and The Scotsman. Educational titles that covered stories on the apps included e-Learning Update, Teaching Times, Teaching Ideas and the iPod Teacher, whilst extensive coverage was featured in the influential parenting blog, Positive Parents. Technology outlets that reviewed the app included The Daily Apps Show, Trusted Reviews, Pocket Lint and Appolicious. As a result of the PR campaign, the apps became a favourite amongst children and parents and topped the iTunes charts.