EverTune: A Pitch-Perfect Campaign


Evertune was a Los Angeles-based startup with some arresting hooks…literally. The company was looking to promote a guitar bridge that solved the problem of players having to continually fiddle with and retune their instruments. Invented by a Duke University engineer and guitarist, Evertune’s bridge kept guitars in tune regardless of variable condition, whether it was studio space temperature and humidity or string tension.

From a marketing and public relations perspective, this called for a campaign that straddled all manner of vertical and outlet ¬– musical, technical, social, traditional, you name it. That’s exactly the campaign SocialRadius undertook for the company, garnering more traditional press coverage from the likes of Popular Science, The New York Times, and USA Today, while cementing the company’s product cool guitar add-on across the music and tech blogosphere.


Reinforced EverTune as a unique and powerful tool for guitar players of all experience levels, from rock stars to beginners.

Conducted extensive researched to identify the most highly influential bloggers and Tweeters in guitar, music, genres, while also selecting music fan blogs where the guitarists would most like embrace EverTune.

Initiated aggressive blogger outreach to more than 200 key thought leadership and enthusiast blogs in these categories.

Drove traffic to EverTune via targeted outreach to a variety of topical blogs, ranging from music to guitar enthusiast to celebrity sites.

Took over Twitter and Facebook presences and build followers and engagement.

Generated buzz in the guitar enthusiast and music fan communities, including social networks.

Created business leads among strategic partners and potential distributors.

Recommended and executed a variety of creative, engaging contests with key bloggers and communities.

Utilized groups, bulletins, answers and other socially viral components of each social network.

  • Popular Science magazine covered EverTune at CES Startup Debut and named it one of the 10 Best Products of the Year in 2011.
  • Editorial inclusion in top national media outlets including USA Today, The New York Times and Business Insider.
  • Editoral inclusions in top endemic media outlets in guitar, music and technology including Guitar, VentureBeat and Gather.