Mio Global is a pioneer in heart rate monitoring technology. The company has been creating the most accurate heart rate monitoring wrist-wearables for nearly two decades and has a well-known presence in the fitness and athletic community. Mio came to Uproar, the sports tech PR firm, with specific goals to promote its newest products and differentiate itself from the long list of competitors and activity trackers on the market.
In order to secure coverage quickly, Uproar highlighted the technology behind Mio’s devices and its ability to provide EKG-accurate heart rate data from the wrist and sync up to most popular fitness apps. This outreach secured coverage in popular technology outlets, including PC Magazine, Tech.Co, Tom’s Guide, Wareable, and Boston Herald. Uproar simultaneously utilized Mio’s team of experts to target the company’s primary audience of athletic consumers. Pitch angles included expert fitness tips from Mio fitness and technology expert, Dr. Gorelick, in addition to workout routines readers could utilize in order to use heart rate training to meet fitness goals. These angles secured coverage in health and lifestyle outlets such as Glamour Magazine, Yahoo Health, Fitness Republic, Pop Style TV, and Emax Health.
Uproar continued to work with the Mio team to highlight unique media stories and secured coverage in holiday gift guides for Gizmag, Road Trail Run, Competitor Running, Sports Illustrated, and Gear Culture. Uproar also worked Mio’s app into a timely roundup on TechCrunch, highlighting the best apps for students to remain healthy during midterms.
Uproar kicked off 2016 with the successful launch of Mio’s Personal Activity Intelligence (PAI) and utilized CES to unveil its new activity tracking metric and product (SLICE). This resulted in more than 30 meetings throughout the show and top-tier coverage in USA Today, CNET, Digital Trends, Tom’s Guide, PC Mag, Men’s Health, and The Verge. Mio also won two awards at CES: PC Mag named SLICE “Best Health Wearable” at CES and Stuff listed SLICE among the top 10 wearable tech products at CES. This was Mio’s first major product unveil in some time, so the awareness garnered through coverage created a lot of buzz and attention for the brand.
Following the influx of coverage at CES, Uproar coordinated an in-depth review with Geoffrey Fowler, Personal Tech Columnist at The Wall Street Journal, which resulted in a piece on the front page of The Wall Street Journal.
The article goes in-depth on all the components that make up PAI, including a comprehensive video, and praises Mio’s heart rate tracking technology. The article concludes that Mio finally found what all the other heart rate/fitness trackers are missing – making meaning out of the data collected. Uproar continued the momentum around PAI to secure articles in The Financial Times, Ars Technica, Men’s Journal Summer Buyer’s Guide (print) and The Huffington Post.
While SLICE manufacturing was underway, Mio expressed interest to increase its presence as a Canadian company. Uproar came up with new angles to position Mio as a leading fitness wearable company in Canada, while simultaneously pitching Liz as a leader in heart rate technology. This resulted in local articles on Canadian Living Magazine (online and print), IT Business Canada, and TechVibes and a couple female entrepreneur mentions on Inc., and Wareable.
With the introduction and widespread acceptance of PAI and SLICE, Mio transitioned its target audience from performance athletes to lifestyle and fitness enthusiasts. In order to help broaden the reach of Mio, Uproar targeted cycling, running and outdoor trade publications and secured reviews of FUSE, LINK and ALPHA 2 with Active Gear Review, Bicycle.net, Cycling Tips, Decline Magazine (September print edition), InTouch Rugby, Mountain Weekly News, Southland Golf Magazine, The Masters Athlete, The Slo Cyclist, Training Daily Advisor, Triathlon Business, Athletic Business Magazine and Women’s Running.