Case study · ROBOTICS & AI
Free Coffee From a Robot Makes RichTech's ADAM a CES 2024 Broadcast Favorite
Combining pre-show briefings, interactive drink demonstrations, and a broadcast-first outreach strategy earned RichTech Robotics 82 placements, 500+ syndications, and 1.2 billion impressions at CES 2024.
82
Earned Placements
500+
Syndications
1.2B
Media Impressions
Overview
PRACTICE: Trade Show | Broadcast | Experiential
RichTech Robotics showcased its robotic bartender, ADAM, at CES 2024. Amid a flood of artificial intelligence and consumer hardware news, RichTech needed a strategy to break out of niche robotics media and into mainstream broadcast networks.
Discover
An interactive beverage-serving robot is fundamentally experiential. Knowing that most busy CES journalists appreciate coffee, 5W brought reporters to ADAM to try the technology on camera.
Define
“Reporters remember the robot that made their coffee.”
5W created a broadcast-focused campaign built around hands-on demonstrations, securing television footage and high-impact visual leads for digital publications.
How 5W ran the program
Drive
- Briefed media contacts under embargo to build early momentum ahead of the convention floor opening.
- Hosted live interactive drink demos on-site, serving coffee to media members and recording visual content.
- Targeted national and local television crews to capture ADAM performing live on camera.
- Engaged wire services, including Reuters and AP, to drive widespread syndication in global outlets.
Results
82 earned placements · 500+ syndications
ADAM emerged as one of the defining, most-broadcast media highlights of the CES 2024 trade show.
- 33 broadcast segments aired nationwide.
- 49 pieces of online coverage, including tier-one features that featured ADAM as a lead CES image.
- Coverage tone was overwhelmingly positive.
- Coverage included Reuters, Barron's, WIRED and Tom's Guide.
Coverage included
More client work
