HaptX // Launch: Public Relations + Influencers

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 websitelaunch videosocial media channelspress 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.

From HaptX’s photoshoot with Wired // Kelsey McClellan

From HaptX’s photoshoot with Wired // Kelsey McClellan

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 EngadgetRoad to VRGeekWireIEEE SpectrumWIRED 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

Left:  Kent Bye interviews Jake Rubin, HaptX Founder and CEO for the Voices of VR Podcast.  Right:  HaptX was recognized as one of the Seattle 10 by GeekWire.

Left: Kent Bye interviews Jake Rubin, HaptX Founder and CEO for the Voices of VR Podcast. Right: HaptX was recognized as one of the Seattle 10 by GeekWire.

Nicole Lee wrote detailed review and published  this video  to Engadget’s YouTube and Facebook profiles.

Nicole Lee wrote detailed review and published this video to Engadget’s YouTube and Facebook profiles.

IEEE-Spectrum-HaptX.jpg

Reverend Kyle’s video with the HaptX Glove. He wrote a glowing review of the experience on his website.