“Trend-jacking Alexa to earn the most successful CES in company history with no new product announcements”

300M

Impressions

380K

Video Views

30k

Website Visits

I am text block. Click edit button to change this text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Situation

In a year that saw Vuzix announce and delay its Blade Augmented Reality Smart Glasses several times, Vuzix challenged the PR team to maintain the company’s relevance at CES and still make a splash. Demonstrating the distinctly designed AR glasses wouldn’t be enough to break through the typical CES noise and other similar products/wearables. Vuzix needed to think differently and add to its delayed AR platform with a risky trick up its sleeve: Alexa.

Strategy

CES 2018 was synonymous with adding voice assistants to hardware, so just adding Alexa functionality to Blade wouldn’t be enough to garner media attention and hold a successful CES. In order to truly capture media’s attention, the PR team used a three-pronged strategy:

  • Pre-pitch tier-1 media under embargo with sneak-peak details on the marriage of Alexa to Blade, with an exclusive embargo break set up for Mark Gurman @ Bloomberg.
  • Message the newly-wed couple as the first ever AR Glasses with Alexa built in.
  • Leveraging pre-release conversations to secure show floor stop-bys from tier-1 media, who in turn spread the news amongst show attendees.

Results

  • 100+ media briefings throughout CES
  • 75+ pieces of CES coverage
  • 25 tier-1 placements
  • 4M+ estimated coverage views
  • ~6K article shares

CES Case Studies

Let's do this!

CALL 800-662-2093 NOW.

Daniel and Ed are standing by.

(or fill out the form below and we’ll get back to you ASAP!)

Hi, I'm and I work at as . You can reach me at or by phone at . I'm looking forward to discussing .