The Challenge
Like any product at CES, Titanium Falcon faced the reality of being lost in the crowd for a handful of reasons:
- Wearable devices are commonplace, even gesture control,
- The product had limited demos, and
- Product availability was delayed.
The challenges are not unique to Titanium Falcon, but make it tough to grab media attention when competition is at its highest at a show like CES.
The Goal
Titanium Falcon’s strongest demo and use case was in its smart home and gaming applications. For that reason, AM PR focused the campaign on reporters covering those beats. There is no shortage of reporters covering these areas at CES, and it allowed AM PR to keep the message under control to avoid getting brushed aside as a catch-all gadget without particular interest to any one journalist. With realistic expectations in light of limitations, a goal was set to have a pre-show story to drive interest to the booth, 10 demos scheduled for the show, and 10 pieces of coverage total. Lastly, CES was being used as a way to drive pre-orders. It was crucial stories mentioned this.
