Zadby

In March 2008, Polk Audio launched a new product—the I-Sonic ES2.  Polk’s brand managers needed a cost-effective way to promote awareness and interest in the target segment of males age 18 to 34.  But this demographic is notoriously difficult to reach through traditional media. Even when advertisers find a media option with good penetration, advertising saturation is driving down message impact precipitously.

Zadby gave Polk Audio a safe and structured way to reach young males using online media and seamlessly blended content and advertising. “Zadby presents us with an intriguing, innovative way to enhance Polk Audio’s brand marketing,” said Dan Hodgson, Polk’s Senior VP of Marketing. “With Zadby, we have a unique, low-risk way to test the effectiveness of this new medium.”