Auravision Case Study
Challenge/Situation:
Auravision is a marketer of PC input devices. Its first product, which would establish the future direction of the entire company, was the EluminX Illuminated Keyboard. This unique technology was first used by the US military and FBI in ruggedized laptops for field operations. I was challenged with the task to stir up interest in this product as a stylish and useful PC peripheral.
Solution/Process:
Consumer electronics media are always on the hunt for the next big thing, as well as for quirky “cool” items. The EluminX Illuminated Keyboard had the potential to fulfill both requirements, riding a wave of PC modification trends (e.g., “souping up” one’s PC to look sharper) and boasting the exclusive worldwide patent to the very cool electro luminescent technology. Despite being all but lost in a small 10×10 booth in the millions of square feet consumed by the nation’s largest trade show, Consumer Electronics Show (CES), I was able to set appointments up with a number of key media prior to the show, as well as generate additional interest on-site.
Results:
The EluminX keyboard was one of the most heavily covered products of the show. It was filmed by 13 television crews, and aired nationally on both CNBC during the show and CNN a few weeks later. The board was picked as a best of show and reviewed live from the show floor by the local Las Vegas ABC station (who ran two segments during the show on the keyboard) and in-studio by the local CBS affiliate. Print coverage that was generated as a result of the show included significant stories in Business Week, Knight Ridder News Service, Gannett News Service and the Orange County Register. Post-show feature coverage with product photos included Playboy, Penthouse, Computer Shopper and Maxim. Additional resulting coverage was seen in PC Magazine, PC World and Continental Magazine.
Auravision in BusinessWeek
Auravision hit in Playboy Magazine
- Auravision in Maxim Magazine
Auravision in Computer Shopper
Auravision in PC Magazine
Auravision Covered in PC World
Auravision Hit in Continental Magazine