Strategy
With the goal of introducing TI DLP to top U.S. media influentials and further reinforce DLP’s existing relationships, Waggener Edstrom arranged and helped staff meetings with top tier reporters and analysts – ranging from 1:1 interviews with media and analysts during the show, live demos at the show booth and pre-briefs prior to the show and presence at Pepcom’s Digital Experience! Messaging was tailored to highlight DLP’s consumer/lifestyle product innovation, strategic partnerships with customers and the introduction of DualView HDTV display technology for gaming and emerging projection products such as a cell phone projector.
Result
As a result of CES activities, advanced outreach, pre-briefings and follow-up, TI DLP secured top stories and high profile mentions among top tier business press including: the Associated Press, Barron’s, The Houston Chronicle, The Dallas Morning News, Los Angeles Times, The San Francisco Chronicle and WIRED. Through its strong visual displays, broadcast stations such as Fox Business News, “Today in LA” and numerous ABC and NBC affiliates across the country featured DLP technology as well. The total reach for TI DLP coverage at CES 2008 was 313 hits, which included 121 original news stories, 10 online videos and eight broadcast hits for a total 83 broadcast placements. TI DLP was also selected for five “Best of CES” awards including honors from Popular Mechanics, BusinessWeek, LAPTOP, G4 TV and Checkoutblog.com (Walmart experts).
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