For over a century, Toshiba has continued to adapt to advancements in our daily life, working to contribute to a sustainable future by applying innovative technologies to support modern society. One of the most ubiquitous innovations pioneered by Toshiba was the portable PC. But, after three decades with only evolutionary changes made to the form factor, Toshiba wanted to reinvent the portable PC, and for that they looked to New Era Communications for help.
The product – the new dynaEdge augmented reality (AR) PC, a first-of-its-kind, flexible and wearable PC solution that combined the power of a Windows 10 Pro PC with the limitless possibilities of modern, industrial-grade AR smart glasses. Perfect for fieldworkers, this product allows workers to take advantage of powerful AR applications in the field, but also plug-in and utilize the dynaEdge PC component as a desktop replacement when in the office. A true do-everything product! But in order to fully highlight the capabilities of dynaEdge AR’s advanced technology and clearly communicate the value of this novel PC solution, New Era needed to devise a strategy that relied heavily on showing, rather than telling.
To do so, the team set out to get dynaEdge AR Smart Glasses in as many offices as possible. New Era Communications focused on top-tier technology outlets on both coasts, focusing on publishing houses, social media influencers and bloggers based in Orange County, Los Angeles, San Francisco, Silicon Valley and New York city. After extensive research, calling on our relationships to secure more than 40 influential meetings, providing the client an unprecedented media tour foundation for introducing and giving hands-on demos of the product to respected editors and experts in the computing, augmented and virtual reality, wearables, and mobile industries over the course of nine days.
From the media tour alone, New Era Communications earned a total of 40 press placements, with global syndication, garnering over 6.5 billion impressions in top tier outlets that included Tom’s Guide, Tom’s Hardware, TechCrunch, The Verge, TechRadar Pro, PCMag, and Business Inside, and several others over the course of just a few weeks. Not only continuing Toshiba’s legacy of being a leading innovator in the tech space, but once again solidifying Toshiba’s position as a cutting edge company in the PC space, providing solutions and services for the modern professional.
Kaliber Gaming, a gaming- and eSports-focused division of IOGEAR, tasked New Era Communications with revitalizing the burgeoning video game brand and solidifying its position as a key player in the pc and console gaming market. Facing the challenge of having to create excitement around a brand that had limited exposure since launch, New Era Communications focused its efforts on amplifying excitement for upcoming product launches and breathing new life into legacy products. Establishing Kaliber Gaming as the new status quo for gaming peripherals required New Era Communications to earn recognition in top tier media, establish a multi-faceted review program, and maximize support during trade shows.
To break through the noise and chatter in an already crowded market, New Era narrowed in on bolstering the launches of the HVER PRO Mechanical Keyboard, HVER PRO S Optical Mechanical Keyboard, KeyMander2, Fokus II mouse, and the MMOMENTUM Mouse. New Era Communications advised tying in product unveilings, launches and previews to high profile Kaliber Gaming exhibits at CES, PAX, and GDC. Accompanied with formal press announcements and extensive meetings with press, as well as gamers and livestreamers, proved fruitful with coverage in top tier media outlets including Windows Central, GameSpot, Shack News, and 9to5 Toys.
New Era Communications upped the ante further with a robust product review program. By offering exclusive bundles tailor-made to editors’ specific gaming preferences the team provided an opportunity to not only review standalone products, but the total Kaliber Gaming experience. By providing all the peripherals required for the ultimate gaming setup, editors got to experience the difference between leading video game brands and Kaliber Gaming for themselves. Proving that Kaliber Gaming was capable of surpassing precedents placed by competitors and establishing itself as a key player in the market.
Overall, the two-part strategy continues to prove effective, having earned Kaliber Gaming widespread acclaim with repeated features in product recommendation guides, in-depth reviews and praise from editors at gaming and consumer electronics publications including IGN, PCGamer, PCMag, GameTyrant, Tom’s Guide, and Cheat Code Central, to name a few.
New Era Communications remains focused on generating massive traction for the Kaliber Gaming brand, having secured more than a half-billion impressions on behalf of the brand, proving that Kaliber Gaming is quickly becoming a trusted household name in elite gaming and eSports. To date, New Era has created brand awareness for IOGEAR among top media outlets and influencers, exposing the brand to customers more than 2.8 billion times.