Mobile Edge’s Laptop Cases Star in Primetime TV

Company Big on Product Placements

By KARI HAMANAKA, Orange County Business Journal

Product placement is a big part of the marketing strategy of laptop-case designer Mobile Edge LLC.

Its products have been placed in episodes of several TV shows including Glee, Community, Chuck, Body of Evidence and Pretty Little Liars.

The placements largely are the work of Matt Olivolo, Mobile Edge public relations director, who works with prop masters to get the company’s mix of laptop messenger bags, backpacks and briefcases on TV. The company used a products-placement consultant to get the ball rolling a couple of years back, but Olivolo has handled the placements directly for the last six months.

The Anaheim-based company’s cases have been used on FOX’s Glee for the past two years with 30 different backpacks or cases having made an appearance on the show.

“It has benefited Mobile Edge a lot, simply because there are some loyal Glee fans out there and a few sites devoted to products on Glee,” Olivolo said.

One fan site, called Fashion of Glee, reports on the various clothes and accessories worn by the show’s characters.  The site has helped drive traffic to Mobile Edge’s site.

For viewers who may not be frequenting Fashion of Glee or other sites like it, Olivolo also writes about product appearances on the company’s blog to make sure the company ranks high on search-engine results.

The company also does more traditional advertising, running ads in trade and consumer publications, including Laptop and Twice.

“We have integrated marketing and public relations,” Olivolo said. “As technology grows, it just seems like a perfect fit for the two to merge.”

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