Cutting Through the Clutter at the Tech Industry’s Super Bowl

Client Objective.

ARPR client Fitnet, a top-rated fitness app on both iTunes and Google Play, exhibited at the world’s largest international consumer electronics showcase, CES 2015, in order to reach both Fitnet’s B2C and B2B audiences, key members of the media as well as increase downloads of the app. The fitness solution, recently dubbed the “Jane Fonda of the Digital Age,” also chose the trade show as the setting to release the second application of the Fitnet fitness experience, Fitnet Script. ARPR set out to obtain 5 to 10 pre-scheduled in-booth interviews, 20 media mentions and increase social overall social media engagement by 50% during the show.

ARPR’s Approach.

A month prior to CES, ARPR drafted and submitted a customized pitch to targeted, top tier media attending the trade show in order to pre-schedule in-booth interviews. A week before the show began, the agency distributed a press release announcing the launch of Fitnet Script, which invited all media to visit Fitnet’s booth for a demonstration of Fitnet’s two applications during the show. The release was distributed via the wire, to a targeted CES media list as well as key vertical industry publications. ARPR 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, ARPR developed both paid and organic social media content, including a trivia contest, all which capitalized on the trade show’s Twitter hashtags, #CES2015 and #FitnessTechCES, to garner social engagement and drive booth traffic. To ensure the strategy was executed flawlessly, an ARPR account lead attended the event in Las Vegas – equipped with interview briefings, press kits and even on-brand bright orange tights and geeky glasses.

The Results.

CES marketingDuring the four-day show, over 20 media outlets visited Fitnet’s booth to see the technology up-close and receive a demonstration – exceeding the agency’s goal. The media relations’ strategy earned coverage in industry outlets like VentureBeat, International Business Times, Connected World, consumer outlets such as WebMD and FOX and fitness outlets like iClubs and American Fitness Magazine. Within two weeks of CES, Fitnet was featured in more than 15 stories, totaling 4 million media impressions and over $1 million ad value, exceeding initial objectives.  By the end of the four-day trade show, the PR strategy resulted in a 560 percent increase in Twitter engagement and increased Twitter followers by 141 percent, Facebook engagement by 703 percent, and followers by 750 percent and increased traffic to by 50 percent compared to the previous 15-day period. Furthermore, Fitnet experienced a 128 percent increase in downloads over previous month, which can be partly attributed to both ARPR’s paid and organic social content, media relations and marketing efforts.

*Campaign featured in: PRWeek