Rethink Robotics

Project Description

Baxter Changes The Game

Objective

Transform Rethink Robotics from a “stealthy start up” to “game changer”

Inform all manufacturers, regardless of size or technology experience, that they too could benefit from industrial robots

Strategies

Leverage founder Rodney Brooks’ “rockstar” reputation in robotics to add to the company’s credibility

Give high profile outlets an advance look, under strict embargo, as well as wrangling sneak-peek articles in The Wall Street Journal and The New York Times

Results

Rethink Robotics was the third most Googled news item on launch day
187 million media impressions on first day

Secured 6 broadcast and radio spots in one week, including CNBC and NPR

Project Details

Client: Rethink Robotics

Tags: B2B Tech

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