Case Study: Toshiba Changes how people “view” Windows 10 PCs with dynaEdge AR Smart Glasses
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.