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Introducing the Future of Virtual Fitness

The challenge

Liteboxer wanted to launch their new VR product at CES 2022, the largest consumer technology event of the year. We faced two distinct challenges: 1. When big brands like Samsung and LG take center stage at CES, how do we cut through the noise? 2. How do we effectively change the perception of the company from a popular hardware manufacturer to a pioneer in VR?

The Process

We developed a strategy to execute in three key phases: pre-launch to offer reporters early-access briefings, press launch day at CES where reporters demoed the product on-site, and a consumer launch day when people could actually purchase the product nationwide.

The Result

Haymaker broke through the CES noise, securing pre-briefs and on-site demos that drove 30 pieces of unique coverage in outlets including TechCrunch, WIRED and Insider.

We then generated another round of national coverage in outlets including Forbes, Ars Technica, and Laptop Magazine when Liteboxer VR became available for purchase two months later.

Through these efforts, we were able to create widespread positive brand awareness for Liteboxer among a previously untapped demographic. And shortly after this launch, Liteboxer was recognized by Fast Company as one of the most innovative companies of the year.

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