DabKick, a free mobile communications app that allows users and their friends to watch media together and interact live, tasked PR with raising their consumer awareness and increasing downloads of the app. PR developed a series of third-party research questions to bring the conversation back to social sharing through DabKick. PR also leveraged internal data around Americans’ usage of media and which media they were streaming most frequently. Strategically announced product updates allowed PR to maintain the momentum. PR helped increase downloads over the holiday season and secured top-tier coverage in Huffington Post, USA Today, MediaPost,and Xconomy.