Case study · CONSUMER TECHNOLOGY & SMART HOME
Booth Tours and Pre-Briefings Bring SmartThings' CES 2024 Updates to Top Tech Media
In early December, 5W highlighted SmartThings’ AI features, Map View, and TV integration in leading tech media through pre-briefings, embargoed pitching, and live executive booth tours at CES 2024.
Overview
PRACTICE: Trade Show | Earned Media | Executive Positioning
SmartThings entered CES 2024 to demonstrate major platform enhancements, including new AI integration, Map View, and TV hub functionality. To capture mindshare amid thousands of competing announcements, they needed a targeted PR approach.
Discover
During hardware-heavy shows, journalists often overlook software and ecosystem updates. SmartThings needed advance briefing windows to give them exclusive context and hands-on access, reinforcing its industry leadership.
Define
“Reporters who heard the news in December had stories ready for Samsung’s 2024 CES announcement ”
5W structured a three-phase media effort: pre-briefing select press in December, pitching embargoed news ahead of Samsung’s keynote, and guiding targeted reporters through curated booth tours.
How 5W ran the program
Drive
- Conducted December pre-briefings to secure early editorial placement commitments ahead of the show.
- Distributed embargoed materials to tier-one tech journalists prior to Samsung's official press event.
- Organized guided booth tours hosted by the Head of SmartThings US to showcase new features live.
- Amplified news reach in social channels by coordinating real-time content sharing on LinkedIn and X.
Results
What the program delivered for Samsung SmartThings
The phased campaign successfully placed SmartThings in major CES "Best Of" roundups and smart home trend reports.
- Coverage in Tom's Guide's best smart home gadgets of CES 2024, Fast Company's biggest product trends from CES 2024, and TechCrunch and T3.
- Additional CES 2024 coverage in Digital Trends and VentureBeat.
Coverage included
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