| Strategy |
Personal robotics is a booming, yet niche industry. WowWee, a leader in entertainment robotics, exhibits at the Consumer Electronics Show annually to unveil the product line for the coming year. The upside: highly visual, unique products. The challenge: competing with companies like Microsoft for media attention and rising above the fray at the largest trade show in the world – 1.85 million square feet of exhibit space and 2,700 exhibitors launching more than 20,000 new products to the market.
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| Execution |
360 went into CES 2008 with aggressive media goals and a block and tackle strategy for reaching the wide range of media that attend the show. While booth set-ups are important for building relationships with existing or new retail customers and briefings with print and online media, the broadcast outlets are most often situated off the show floor – with appointments schedules and production shoots taking place overnight and into the early morning hours.
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360 leveraged existing relationships with technology and entertainment print journalists to secure product demos during show hours, but also booked a solid schedule of appointments pre- and post-show hours with key producers and on-air personalities. The result was an unrelenting, full-on media blitz and results that surpassed years prior.
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| Results |
| As a result of countless media and influencer briefings, WowWee was at the center of the media coverage surrounding CES – from 7 national broadcast segments and multiple regional TV placements and product reviews and mentions in major national and top-tier newspapers to inclusion on all major technology blogs and websites. |
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