How A Product Introduction Went Viral. Globally.
In addition to digital marketing and advertising in all media, we also handle public relations. Recently, we put the PR machine into motion for our autonomous service robot client, Savioke.
To say we got an excellent response is a vast understatement.
In fact, it was every marketer’s dream: An intriguing story that discusses a growing problem in the hospitality industry and offers an unexpectedly brilliant solution. A delightful story that charms viewers, readers and the media itself. What started as a fill-in piece on a slow news day quickly became a media juggernaut.
First, we launched a press release on the wire services to announce Savioke’s new Relay+ service robot.
Next, David Louie of the KGO-TV | ABC7, San Jose / Silicon Valley Bureau reported on the Relay+ robot (christened “Wall.E” by the hotel management) making contact-free room service deliveries at the Radisson Hotel Sunnyvale in Silicon Valley. This two-minute video story was picked up almost immediately by TV stations across the country, as well as CNN Newsource using a slightly slimmed-down version.
Two days later, a three-minute video story ran on NewsNation, carried by Comcast and other networks with global reach. It featured a highly entertaining interview with Vaughn Davis, General Manager of the Dream Hollywood in Southern California, who personally introduced reporter Nancy Loo to “Alfred”, his robot concierge.
A day later, Stephen Colbert wove the Radisson’s “Wall.E” Relay+ service robot into his 11-minute, 20-second comedic monologue on “The Late Show”, airing the clip from KGO-TV and even quoting our client’s CEO. It was viewed by 3.6 million people that night plus another 1 million more on YouTube.
The stories about this friendly, hard-working robot continue to multiply with no end in sight. Sometimes you just get lucky. Could we have dreamed up a better way to introduce Savioke’s Relay+ robot to hotel general managers everywhere?
Some of the Places Where This Story Has Run. So Far.
“The Late Show” with Stephen Colbert
Localish (ABC)
ABC-TV7, San Francisco
Yahoo! News
KCBS Radio, San Francisco
CBC Radio, National
CNN Newsource
NewsNation (carried by Comcast and other networks with national reach)
The Robot Report / Mobile Robot Guide
Fox Business News
London Daily Mail
Daily UK News
KMOV-TV (CBS), St. Louis, MO
KKTV-TV (CBS), Colorado Springs, CO
Alaska News Source
And over 50 other stations and news outlets nationwide
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SGD is a San Francisco Bay Area advertising, marketing and branding agency specializing in the senior and boomer markets. We’ve successfully positioned, branded and rebranded senior-oriented companies, weaving traditional and online tactics to create compelling stories that drive response.
About the Author: Gil Zeimer is a Partner at SGD Advertising.
