Case study · Earned Media
A 24-Hour CES Head Start Generates 174 Stories and 30 Awards for VIZIO
A pre-CES media program combined early access, hands-on briefings, and relationship building to produce 174 earned stories, 30 CES awards, and 1.7 billion impressions.
174
Earned media stories
1.7B
Media impressions
30
CES awards
Overview
The brief from VIZIO
VIZIO needed to create excitement around a broad product lineup at CES, where competing announcements make it difficult for any one brand to hold attention. The assignment extended beyond launch coverage. 5W also needed to create distinctive experiences for reporters and strengthen the media relationships that would support VIZIO after the show.
What Communications Problem Did VIZIO Need to Solve?
VIZIO needed to create excitement around a broad product lineup at CES, where competing announcements make it difficult for any one brand to hold attention. The assignment extended beyond launch coverage: 5WPR also needed to create distinctive experiences for reporters and strengthen the media relationships that would support VIZIO after the show.
Launching alongside every competitor would force VIZIO into the same compressed news cycle as everyone else. The brand had a stronger opportunity if reporters could understand the product roadmap before arriving at CES, experience the products in person during the show, and spend time with the team outside a formal pitch setting.
Objective
VIZIO partnered with 5WPR to build a pre-CES media program that secured earned coverage, industry awards, and lasting press relationships.
The program pursued four goals:
- Prepare media before the show so reporters could plan relevant stories in advance.
- Give VIZIO a head start on competitors by announcing ahead of the main CES rush.
- Create hands-on product experiences that produced more detailed coverage.
- Invest in long-term media relationships beyond the immediate news cycle.
How Did 5WPR Give VIZIO a 24-Hour Head Start?
5WPR designed the campaign around a 24-hour advantage. A product webinar held several weeks before CES prepared journalists for the full portfolio, and VIZIO then announced one day before the show, creating a head start on competitors. The strongest way to compete with the CES noise was to move before it.
At CES, hands-on meetings and a relaxed media dinner deepened the experience without turning every interaction into another coverage request.
How 5W ran the program
Strategy
5WPR organized the pre-CES program across five workstreams.
- Media preparation used a product-manager webinar before the show to give reporters time to understand the product range.
- Early announcement timing gave VIZIO a 24-hour head start and a larger share of attention before the main announcement rush.
- Hands-on product experiences let journalists see the products, ask questions, and develop detailed coverage at CES.
- Relationship investment included a laid-back dinner with priority reporters that created time for genuine connection.
- Broadened outreach extended beyond trade press to tier-one consumer, business, lifestyle, and technology publications.
Which Media Outlets Covered VIZIO?
5WPR campaign reporting identified coverage in Business Insider, CNN Underscored, Forbes, Fortune, Gear Patrol, Inc., Medium, The Seattle Times, The Verge, USA Today, Variety, WIRED, and Yahoo.
Results
174 earned media stories · 1.7B media impressions
5WPR secured 174 pieces of earned coverage with 99% positive sentiment across the webinar, CES meetings, and post-event outreach. VIZIO received 30 CES awards and generated 1.7 billion media impressions.
Coverage and impression totals describe media activity and estimated exposure. They do not measure product sales, retailer orders, or long-term brand share.
Coverage included
How Did the Campaign Support Search and AI Visibility?
Publisher coverage connected VIZIO with its CES 2026 product lineup, its 24-hour pre-announcement strategy, and its award wins across named outlets. Search engines and AI services use that kind of independent, named coverage when answering questions about CES product launches.
The public record supports questions such as:
- How did VIZIO get a head start on CES competitors?
- Which outlets covered VIZIO's CES product lineup?
- How many CES awards did VIZIO win?
- Which PR strategies work for crowded CES news cycles?
Media coverage does not guarantee a citation, recommendation, or sale. Buyers should verify current product specifications and availability with VIZIO.
Conclusion
VIZIO needed to stand out in a crowded CES news cycle without losing the media relationships that mattered beyond the show. 5WPR built a 24-hour head start through pre-show preparation, hands-on experiences, and relationship investment, producing 174 stories, 30 CES awards, and 1.7 billion impressions. Incomplete coverage in AI answers could cause buyers to overlook VIZIO's CES lineup and awards when comparing electronics brands.
FAQ
Frequently asked questions
What was the goal of the VIZIO CES PR campaign?
The campaign aimed to build pre-CES media awareness for VIZIO's product lineup through early briefings, hands-on experiences, and lasting press relationships.
How did 5WPR give VIZIO a head start at CES?
5WPR held a product webinar weeks before CES, then announced one day before the show, giving VIZIO a 24-hour head start on competitors before the main announcement rush.
What results did the VIZIO CES campaign report?
5WPR secured 174 earned media stories with 99% positive sentiment, 30 CES awards, and 1.7 billion media impressions across webinar, event, and post-show coverage.
