element14 — an electronics component distributor — approached Silverfox to help drive registration and engagement on their new online community.
Through research, Silverfox uncovered the amazing electronics subculture of modding. We partnered with one of the internet superstars of this subculture, Benjamin J. Heckendorn, to create an online TV show about electronics and modding culture called The Ben Heck Show. We partnered with Revision3, one of the largest digital content producers, to help create and distribute the show to their install base of influential geeks and nerds. Each 15-minute episode featured a new "build" from Ben — ranging from Xbox 360 laptops to see-through t-shirts to robotic luggage that follows you through the airport. Every show also contained what we called "product placement with a purpose" — a short educational message from Ben that highlighted a product or service from element14 that was relevant to that particular episode.
The Ben Heck Show quickly became element14's most power marketing asset. The show averages over 120,000 unique views of every 15-minute episode, is the largest driver of new community registrations on element14's community and the Ben Heck Show page often gets more views than the element14 home page.