PR Team: Praxis PR
Campaign: Launch of Digimask
Budget: pounds 60,000
Virtual reality made a giant leap in April with the launch of Digimask,
a unique technology that enables users to create an animated 3D version
of their own head by uploading one front and one side-view digital photo
onto its website.
To capture the imagination of the public and generate business leads for
Strategy and Plan
Using the provocative title 'virtual cloning' as a media hook, Praxis
highlighted the opportunities - such as having your 3D head sing 'happy
birthday' via an eGreeting card - offered by Digimask for both consumers
Visuals added an unusual twist to the campaign, showing the concept
though bizarre images that straddled the line between fantasy and
reality (square freckles being one).
Praxis embarked on an telephone pitch offering journalists bespoke
content for their stories, ultimately aiming for positioning on magazine
covermounts and in editorials.
Many presenters and journalists 'Digimasked' themselves, but images were
also offered by Praxis through guerrilla marketing tactics such as
waxwork models at Madame Tussaud's being brought to life using the
Measurement and Evaluation
Coverage was achieved across the board, including PC Direct, PC Zone and
Time Out and via website GuardianUnlimited.
The story also broadcast on The Big Breakfast, where US actor Kevin
Bacon showcased his own Digimask.
Media interest is still growing with more than 100,000 unique visitors
to the website since the launch.
The campaign then rolled out across Europe, achieving coverage in the
Italian daily Corriere Della Sera and French title Liberation, creating
much overseas interest.
Significant new business has been generated, including one major chain