The saying “no news is good news” did not apply to Axiotron, an award-winning, authorized Apple Proprietary Solution provider that built its reputation by adapting consumer technologies to innovative new products. After the company suffered product delays, it faced stern customer backlash from the online community. Complaints stemmed from the company’s lack of news and unresponsiveness when questioned about product availability, and its reputation suffered. We were tasked with generating media and consumer interest, as well as lifestyle engagement, in the product launch of the Mac® Axiotron Modbook, an innovative pen-sensitive LCD tablet—particularly within the design industry. Immediately, we increased online community engagement and fed Axiotron news particularly around key event/trade shows. We partnered with artists and designers to present their art work in the booth at the Macworld show, which focused on design and digital art and earned wide attention.