Tactile Telerobot // Jeff Bezos Endorsement

It’s not every day that the wealthiest person in the world tries your product and Tweets about it.

News about Jeff Bezos’ demo hit the front page of Reddit, with coverage from GeekWire, Newsweek, VRScout, Business Insider, VentureBeat, IEEE Spectrum, and Bloomberg.

“The star of the expo was a tactile touch device built by HaptX and Shadow Robot. When CEO Jeff Bezos roamed the conference floor, this is the demo he did.” - Julie Bort, Business Insider

“Weirdly natural... That is really impressive. The tactile feedback is tremendous.” - Jeff Bezos

The backstory: I lead the marketing and PR strategy behind the Tactile Telerobot, HaptX’s collaboration with Shadow Robot Company, SynTouch, and ANA. The Tactile Telerobot lets people control robotic hands from anywhere in the world and feel what robots touch through HaptX Gloves. In February 2019, I strategized and executed the announcement of this collaboration through an exclusive article in Wired Magazine. This article caught the attention of a leader at Amazon, who in turn invited our group to exhibit at re:MARS 2019.

I believed this would be a fantastic opportunity for a public debut of this system. As the marketer of this operation, my key goal for this conference was to demo our system for technology influencers. My stretch goal: a demo for Jeff Bezos.

On Day 1 of re:MARS, we demoed the robot to several of Jeff Bezos’ direct reports. I filmed one of these demos, and that video made its way to Jeff. After he saw the video, Jeff decided he wanted to give our system a try.

I tipped off GeekWire reporter Alan Boyle that Jeff Bezos would be stopping by our booth. Alan secured a front row spot to the demo and  published a story  about our project within hours.

I tipped off GeekWire reporter Alan Boyle that Jeff Bezos would be stopping by our booth. Alan secured a front row spot to the demo and published a story about our project within hours.

Jeff approached our booth and a crowd gathered. I gave Jeff a brief overview of the system and the safety measures, then he put on the HaptX Gloves and started operating the robot hands.

Everyone in the crowd could see that Jeff loved the demo. He gave a few hearty laughs and big “thumbs up” gestures with his robot hands. He shared his experience to his Twitter and Instagram page and tagged @haptx in his posts.

This was a huge marketing win for HaptX and the Tactile Telerobot team. Read more about our Tactile Telerobot launch