CAMPAIGNS: Technology PR - Praxis heads promotion for 3D Digimask

Client: Digimask

PR Team: Praxis PR

Campaign: Launch of Digimask

Timescale: April

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

and businesses.

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

Digimask format.

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

of opticians.

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