A short drive from CES to the TODAY Show

Client Objective.

AR|PR’s client, Cellcontrol, was ready to announce the distracted driving industry’s first driver identification technology, DriveID™. In addition, the client wanted to announce that this new technology was the first-ever distracted driving solution compatible with Apple iOS. The world’s largest international consumer electronics showcase, CES 2014, was the perfect opportunity to reach Cellcontrol’s B2C audience and key members of the media. AR|PR set out to obtain five to 10 interviews at the trade show, 20 media mentions and increase overall social media engagement by 10%.

AR|PR’s Approach.

A month prior to CES, AR|PR drafted and submitted a customized pitch to top tier media attending CES to schedule interviews in advance. A few days before the show began, the agency distributed a press release inviting all media to visit Cellcontrol’s booth for an in-car demonstration of the technology during the show. The release was distributed via the wire, to a targeted CES media list as well as key vertical industry publications. AR|PR also took advantage of other CES PR opportunities including submission of a 30-second press pitch video and a 100-word business profile distributed via Business Wire in partnership with CES. Finally, AR|PR developed social media content, including a trivia contest all which capitalized on the trade show Twitter hashtag, #CES2014, to garner social engagement and drive booth traffic.

cellcontrol_CESThe Results.

During the four-day show, 20 media outlets visited Cellcontrol’s booth to see the technology up-close and receive a demonstration – exceeding the agency’s goal. The media relations’ strategy earned coverage in International Business Times, Design News and Entertainment Today, and ultimately resulted in Cellcontrol’s DriveID appearing on the TODAY show as one of CES’s “top tech gadgets.” Within two weeks of CES, Cellcontrol’s DriveID was featured in more than 26 stories, totaling 21.9 million media impressions and nearly $8.2 million ad value, exceeding initial objectives.  By the end of the four-day trade show, the PR strategy resulted in nearly 100 Twitter engagements and increased Twitter followers by 2.85%, Facebook engagement by 12.66% and LinkedIn engagement 12.47% and increased traffic to Cellcontrol.com by 20.9% compared to the previous 15 day period.

*Campaign featured in: PRWeek

* Campaign recognized at the 2014 Georgia PRSA Phoenix Awards; 2014 New Orleans PRSA Fleurish Awards; and the 2015 Atlanta Marketing Association AMY Awards.