Client: Cellcontrol (Baton Rouge, LA)
Agency: AR|PR (New Orleans, LA)
Campaign: CES 2014
Duration: November 20, 2013 – January 15, 2014
Cellcontrol and AR|PR, its AOR since March 2013, maximized exposure for the March launch of the company’s DriveID platform, a new technology to combat distracted driving, among key audiences at the Consumer Electronics Show (CES) in January.
"Our goal as an organization and for CES was to present our products, both new and existing, as the industry standard for distracted driving prevention," explains Cellcontrol’s COO Steve McKinney. "Leaders in the tech industry and all the verticals we want to reach, including the car and insurance markets, as well as media, were all at CES."
Messaging driven at the show and through media relations and social media outreach positioned Cellcontrol as an industry leader by focusing on its superior technology and diverse market penetration.
"Distracted driving is an epidemic in the US and a huge public concern so the solution story is very compelling," says agency VP Blair Broussard.
"DriveID accurately detects who sits in the driver's seat, and only applies a safety policy to that individual's mobile devices – leaving passengers free to talk, text, email, and browse," McKinney adds. "[Many people have told us] that if our products really do what we say they can do, we will significantly reduce distracted driving-related crashes. So it was important to demonstrate [our products]."
One month ahead of CES, the agency sent customized pitches to top-tier media attending the show and scheduled interviews in advance.
A press release inviting media covering tech, automotive, and insurance to visit Cellcontrol’s booth for in-car demonstrations was issued a few days before the show.
The team produced a 30-second pitch video that was included in a CES exhibitor compilation video and a short business profile. Both were distributed in partnership with CES.
Cellcontrol executives talked to media and other show attendees and gave demonstrations of the DriveID technology inside a Chevrolet Spark in the company’s booth.
A Twitter contest was held daily for show attendees. The team posed two to three trivia questions that related to distracted-driving statistics, and the first person to answer a question correctly claimed a prize in Cellcontrol’s booth.
All social media messaging included the hashtag #CES2014 to help drive engagement and booth traffic.
McKinney says product inquiries via phone and the website significantly increased on January 15 compared to an average day.
Cellcontrol.com traffic increased 20.9% between the last week in December and the second week in January compared to the first three weeks in December. Traffic for the first two weeks of February climbed another 40% over the last two weeks in January.
Twenty media outlets visited the booth for a product demonstration – well above the goal of five to 10. McKinney estimates between 150 and 180 CES attendees got demonstrations.
More than 26 earned stories ran (the goal was 20) in outlets including Today, which featured DriveID in a January 15 segment on top tech gadgets from CES, International Business Times, and Entertainment Today.
Facebook and LinkedIn engagement in January increased 12.66% and 12.47%, respectively, over December. Twitter followers increased 2.85% during the same time.
This month is Distracted Driving Awareness Month, and a campaign that includes educational events is under way. The team will also attend two additional trade shows this spring, and ongoing media relations will continue.