Telling a unified story through an integrated media campaign
You’ve probably heard of owned, earned, and paid media. We use a similar framework, but as a scrappy startup that looks to maximize every marketing dollar, we do little-to-no paid media. Instead we group our efforts into three categories: owned, earned, and events.
Owned: This is what we say about ourselves. Our new website, launch video, social media channels, press release, and our new visual identity. Throughout these materials, we told a story about why touch is fundamental to virtual reality, and showed how we can simulate touch more convincingly than anyone else. More about our owned media launch here.
Earned: This is what other people say about us. We spent months sharing our demo with media and influential members of our industry to earn third-party endorsements that validate our claims. We launched with positive coverage in Engadget, Road to VR, GeekWire, IEEE Spectrum, WIRED Magazine, and several other outlets.
Events: This is where we engage with people directly. We decided to publicize this announcement in advance of a busy events season. We had three events in the two weeks following our launch:
I/ITSEC – the world’s largest modeling, simulation, and training event
GeekWire Gala – the local tech outlet’s year-end celebration. This year, GeekWire recognized HaptX as one of the Seattle 10 – their annual list of the hottest startups in the region
VRX – a leading senior level VR industry event