With nearly 170,000 attendees, thousands of other exhibitors and all that Las Vegas has to offer, cutting through the clutter at the International Consumer Electronics Show (CES) (held every January), is not an easy task. Of course, with the right planning and execution, brands can capitalize on the significant buzz coming out of the show to attract remarkable attention on-site and from the media.
PAN partnered with three clients – Fuel3D, LoopPay and ONvocal – to support their presence at the 2015 International CES. Like my colleague Lisen mentioned in her blog post, the teams around the agency working on CES spent the months leading up to the consumer tech event diligently planning their on-site activations, pitching target media and practicing messaging.
Throughout the week, the teams in Vegas kept their eyes on the figurative prizes – engaging with media and influencers, telling their clients’ stories and surviving the craziness of the show room floor. As a result, PAN and our clients were able to achieve some seriously stellar recognition and coverage.
A CES Best in Innovation award winner, client Fuel3D engaged PAN to spearhead the U.S. launch of its handheld, point-and-shoot 3D scanner, SCANIFY. For CES, the team employed inventive media relations, social media and event tactics, showcasing the product on the show floor by offering facial scans dubbed “SCANIFY Selfies”. As a result of PAN’s efforts, Mashable, TheNextWeb and CNET all covered SCANIFY. The product was also named among ZDNet’s CES 2015 Best in Tech, AdWeek’s 6 Hottest Categories at CES and Andreas von der Heydt’s 25 Hot Startups to Watch in 2015.
For client LoopPay, CES presented an opportunity to cement their position as a mobile payments frontrunner, competing against household names Apple Pay and Google Wallet. PAN drove the launch of LoopPay CardCase for the iPhone 6, announced partnerships with Xpal Power and Trident, and supported the CEO as he spoke about “The Future of Mobile Payments.” In addition to coverage in outlets like TechCrunch and BusinessInsider, the team attracted so much attention that MediaPost referred to the company’s booth as “the hottest spot” among mobile commerce.
Another PAN client, ONvocal, launched a “hearable” device, Mix360. This combination Bluetooth headset and mixing app is designed for users to create their own personal soundscape by mixing music and phone calls, their voice, and the ambient sounds around them. Throughout the week, the team coordinated demos of Mix360 – a 2015 CES Innovations Design & Engineering Honoree – and media efforts on and off the showroom floor, resulting in massive national attention from the likes of USA Today, Engadget and Digital Trends.
As a consumer technology company looking to break through the clutter, ONvocal “was thrilled with the fantastic media coverage and recognition,“ according to President Bob Spaner. He went on to say that “the PAN team’s preparation and execution for CES was flawless and their professionalism, second to none.”
For companies with products and technologies that haven’t hit the market yet, CES can be daunting. But with careful preparation and collaboration, agency and client teams can maximize the event to its full potential – evidenced by the hundreds of articles, millions of impressions and immeasurable real-time commentary from influencers and potential customers that PAN and its clients garnered this year.